Case Study; Brand Name Myth #133

Many experts, students of marketing and even business people believe that it is impossible build a brand name out of non-popular industry and that to try is simply a total waste of money. I completely disagree and can site numerous examples of brand names being build out of industry sub-sectors which had little if any competition, but were complete dogs until someone built a brand name in the industry and changed the whole paradigm of the sector.

Lets consider Rent-A-Wreck for a moment. Who would want to rent a piece of junk and drive it around? Well, it appears quite a few people and the brand name marketing the company did paid off big time. For years used car lots have rented out cars and never had much clientele doing so.

Occasionally they would find someone who would rent to own or decide they liked the car and then buy it however that was not so often really. Rent-A-Wreck on the other hand made something so simple a brand name, some might joke about it, but that is the point it brings up their name and you remember it; excellent marketing indeed.

In fact the brand name was built so well that anytime someone was driving a piece of junk someone might say; Where did you get that Rent-A-Wreck? and thus Rent-A-Wreck became a household name, so advise the experts and business students to be very careful in attempting to define what is and what is not a good brand name. Consider this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/. Lance is a guest writer for Our Spokane Magazine in Spokane, Washington

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