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10 companies with insanely bad marketing
1. 10 companies with insanely bad marketing
COMMENTARY David Packard, the iconic cofounder of HP (HPQ), once said, "Marketing is too
important to be left to the marketing department."
Besides being true, Packard's insightful statement points out the greatest challenge of marketers
everywhere. Everybody has an opinion, everybody wants to have a say and everybody thinks their
"focus group of one" is more important than the actual target audience.
Maybe that's why there's so much bad marketing out there. There's no accountability because David
Packard let all the marketers off the hook. Nah, I'm not buying that either.
Speaking of marketing screw-ups, these 10 companies and campaigns are clear standouts, at least
from my focus group of one. If lousy marketing were a crime, they'd all be indicted, for sure:
Motorola Droid Razr Maxx. Over the years, Motorola (MMI) has had some of the worst marketing on
the planet. I mean, who taught these people about branding? They're always giving products more
names than anyone can remember. Besides having four names, this phone is even dual branded with
Verizon and has 4GS stamped in big letters on the back. Maybe they should have called it the
Motorola Verizon Droid Razr Maxx 4GS. Rolls right off the tongue, just like iPhone.