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Can money still buy marketshare?

Like every other marketing-related question today, the short answer is: it depends.  For example, money couldn't buy votes for Rudy Giuliani.  He spent nearly $60 million on his presidential campaign, and won only one delegate.  Although the collapse of his campaign has been blamed primarily on his decision to bypass the early primaries, something more fundamental went wrong: he failed to communicate a clear, concise emotional benefit to the American people.  A benefit that they could quickly grasp, was believable, that they wanted to believe, and which they could identify strongly with.

This was certainly not the case with . . . the pomegranate.  Suddenly, the pomegranate is everywhere, said Anne Kadet in Smart Money.  And the fruit's overnight success is no accident.  Beverly Hills billionaires Stewart and Lynda Resnick, who own the nation's largest pomegranate farm, have spent a lot of money promoting pomegranate juice as health in a bottle.  The difference here is that not only is the benefit easily grasped, believable, and desirable, but no one is ripping apart the evidence.

Posted February 12, 2008
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