Wednesday, June 26, 2013

A little humility, please

If this is all Honda has to attempt to revive the Acura brand, they're in big trouble.

Made For Mankind?

I get that great brands are built around higher order benefits. I get they they offer more than mere functional performance. I get that great brands are aspirational.

But this, this, this... is nothing other than a random collection of hackneyed images and a vapid promise with no discernable proof that it can possibly be delivered upon.

"Because if your quest is to build the world's smartest luxury SUV for mankind, you must hold yourself to the standard of mankind."

Neil Armstrong's first step on the moon. A cure for polio. A world peace initiative. Those are are the things that elevate themselves to a promise for the benefit of mankind. A very nice SUV, not so much.

If Acura wants to position itself as "The Smartest Luxury Automotive brand" than this is a pretty dumb way to go about it.

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