Sunday, March 2, 2008

X-treme brand stretching & bad media support (Mercedes)

"Finally reach your dreams" (in the upper right hand corner)
"Enter in the Mercedes Benz & smart family of Distributors"


I have always thought that it was bad branding when a truck had the same brand that your 80'000€ luxury car. I even saw a Mercedes garbage truck once on TV. Mercedes always surprise me in their branding strategy.

This time they market their different products in "L'entreprise" which is a magazine on small business. I would have used a distributor magazine not a support that is read by tousand of entrepreneurs who could buy a luxury car in the future.