Braman Miami - How to Destroy an Image without Really Trying

There's an old joke where a guy is talking to a beautiful woman.

"Would you go to bed with me for $10,000?" He asks
"Of course" She says
"How about for $100" he says
"Who do you take me for?" she says
"We both know what you are" he answers "now we are talking about price"

In running this ad, Braman has reduced both, Bentley and Rolls Royce (which no longer are made by the same company, Rolls is made by BMW and Bentley by VW) to essentially Kias and Chevys.

What's even worse, from my point of view, in being so upfront about the price and large inventory, Braman has also demolished a lot of the mystique of marque: now I know that, all costs considered, a Bentley is about $5,000 a month (plus tax, of course) and a Roller is about $7K.

Expensive, no doubt, about 80% more than what a typical American home makes, but, nevertheless, dimensionalized.

So, what's the point? Well... two.

1. Each brand --whether Kia, Audi or Roller-- has an image. It makes more sense to have all the communications around that brand at least coherent. 

2. Targetting. The average reader of the Miami Herald is the average Miami guy (and gal). Take a look at the ABC statements and the average HH income of the Herald reader is around $60k while the average household income of an American home is $58k

It would make even more sense to send target individuals via Direct Mail and offer them an exclusive, limited-time only offer. The cost per useful impression would be lower and the results would be better.

And you wouldn't then "just argue about the price"