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    • You motorcyclists might have noticed that Indian has started an advertising campaign comparing their new Challenger to the Harley-Davison Road Glide.

      They even have the Harleys available at the Indian Dealership for you to test ride - one after the other.

      All of the Marketing gurus I've read have said this doesn't work. So I've been asking a few of my Pals whether they think this is a good idea or not and the answer is always strongly skewed by which brand they already favour.

      I also asked them to name any examples where it might have worked. The only memorable one any of them mentioned was the 'Energizer Bunny'. The rest came off as bitter and twisted - which is what said Gurus had already told me..

      Here's the Indian promo.

    • I have just spent 500 miles on the Challenger and it is a very good motorcycle. Probably the best 'Bagger' ever built.

      Do you think their gambit will work though?

    • Although I was never into cruisers, their efforts to compete are interesting. Because in my opinion, you don't win by putting the other down, rather just showcase what you've got and let the public decide. Those that follow their heart will care less about performance numbers, and looks are in the eye of the beerholder. I do not think any loyal HD fans would be switching. But new riders may be persuaded by price/performance advantages, though it's all about the demographics.

    • Y’know, back in the day when I worked for Steve Jobs, he struck up an unlikely friendship with his neighbor, Larry Ellison. Larry was one of the most unlikeable persons I ever met.

      Larry founded Oracle and was famous for head-to-head ads, which he thought were the most effective.


      He kept working on Steve to do them. Finally Steve relented and did the Mac versus PC campaign, which was considered at one time to be one of the greatest campaigns ever and a major driver of Apple’s return to glory.

    • Cool - Make that 2 examples where it has worked.

      About the same time as you were making the 'questionable' decision regarding Audio input levels on a Mac I was working in the Sales & Marketing department for a large Home Building Corporation - 2 careers ago.

      The directive from on high was the we were verboten from so much as acknowledging that other builders even existed lest we seemed 'petty'.

      I both liked and disliked those Mac ads at the same time. I didn't like the way they gave haters ammunition. I liked the way they justified my existing hardware decisions.

    • Three, the Pepsi Challenge.

      It was one of the greatest marketing coups of all time. In the late 1970s and early 1980s, Pepsi steadily gained on Coke in terms of market share. Characters in the ads always picked Pepsi, of course, but so did most people who tried it in real life—the sweeter taste was more appealing. By 1983, Pepsi was outselling Coke in supermarkets, leaving Coke dependent on its larger infrastructure of soda machines and fast food tie-ins to preserve its lead. That was a success in its own right. But even better, Pepsi forced Coke into an infamous business blunder. Faced with eroding market share, Coke began a series of its own internal taste tests aimed at developing a superior product. Thus was born the dread New Coke, a sweeter cola reformulated to best both Pepsi and the classic formulation of Coke in blind taste tests. (Source)