I am not a fan of the ad on page 67 of today’s Australian Financial Review promoting newsagents. While I applaud the effort in promoting the channel, the ad is not ideal in my view.
My biggest concern is that this advertisement is promoting a brand that is not relevant to newsagents.
What is this N brand? It’s a nothing brand. There is no brand ownership and no brand discipline. Just look at how many versions of the N you can see in the community – at least three different N versions from what I can see.
There are many newsagencies that do not promote any of the versions of the N. Mine don’t as it is meaningless to consumers. Also, there is no value statement associated with the N.
On the ad itself, what have those behind the ad done to ensure that the businesses they are seeking to promote are businesses offering problem solving services, what have they done to ensure that all newsagents consider binders to be a core product. I know of plenty of newsagents would not have this view.
Unless you have structures of discipline around a brand you are advertising there is no point in promoting the brand. The consumer experience will be too varied and the resulting word of mouth will damage the brand.
If the channel is going to be serious about unified branding and marketing it needs to approach this is a professional and well thought-out way. Otherwise, advertising like today’s in the AFR is wasted.
I have no problem with the add , but then again i have an ‘N’ out front of my store as does all the other newsagents in the area and just about every other newsagent i have seen in the next closest town . You might find that there are a lot out there that are displaying the ‘N’
I see no meaning at all in the N in fact I feel it died some years ago. Although I do see it in the emails from Pacific Magazines with my detailes funny really.
I agree with Mark. Whose running these ads?
I have never put the N up and don’t see what can be achieved by displaying it unless the public have somehow been informed of what it represents.
The use of the N is patchy across Australia. Also there are at least three different versions.
People writing here seem negative to the “N”
Why then cannot Newsagents get behind a product like “N” and learn to make it work.
Turn a negative into a positive for once and move on….
David N products offer no value difference to me. I’d rather promote brands that are promoted nationally on television. I took the N off my shop when I saw how different it looked on some shops which used it.
Helen there are a couple of different golden caskets signs out and about as well do you stop selling these products ? For all of those with the old N still up seriously the sticker does not cost that much , upgarde it .
No one on here including myself has had to pay for this add so what on earth are all the complaints about .
Shaun the Golden casked brand us is bound in a contract. It is regularly and widely advertised. It’s no comparison to the N.
there is still new and old is my point and will be untill 2017 so this is my comparison to the N . Some are going on about how there are a few different N’s about so this is why i am comparing it to GC .
It’s the discipline for me Shaun. Golden casket has contracted discipline. Anyone can put up an N.