Sunday, October 20, 2013

"Truth" in Advertising

So today brought the Sunday New York Times.  And as I read through a very interesting article on the newly, soon to be appointed Chief Executive at Burbery, I stumbled across the latest "factoid" from Shinola:


So here's an open request to Shinola -

Please quit all the bullshit, make some watches that are more than the magic pixie dust that you are sprinkling through your advertising, and for God's sake - STOP hyping a preexisting quartz movement as a "made in Motown miracle".  Honestly, I'm begging you, spend some real money not just on your advertising, but spend some on some actual long-term and more in-depth training and development of your employees to become true watch makers.  Please understand, this is not a "quartz bad" commentary.  There is NOTHING wrong with quartz - but quit presenting this as if is is some artisan's breakthrough that will put all of Switzerland on notice!

To quote my great grandfather, you've been drinking too much of your own bathwater.  Let other people tell us about how great you are, it will lend a bit more credibility, and will not have the same whiff of "shinola".

1 comment:

  1. Thank you. It's really rare to see any watch company, especially one trading in the mythology surrounding the American worker, encounter credible resistance to their story but their term "Made in Detroit" doesn't really have a definition other than that they gave it. Made in the USA has a specific meaning that I'd argue their watch doesn't meet while they may not use that phrase it's pretty hard to read their "Where American is made" trademark and takeaway anything other than the majority of this watch is made,not assembled , in the USA. Looks like they've shown a need for an American made watch, hopefully the market takes notice and makes one for real.