For many American marketing executives, being different, being creative, exciting, sexy.or all four. Which is being associated with superiority. These young Turks have a certain look and attitude that says, “I am a success.” A large percentage of the marketing and middle managers are baby boomers. These are people who,until recently,have more interested in being creative than in being right. We say,beware the young marketing manager in the Armani suit wearing the Ralph Lauren glasses; he often has the chief symptom of death-wish marketing, a belief that style is more important than substance,packaging more important than content. Take as symptoms of this syndrome two small examples. The prices of exotic autos like the Lambo, Countach, Ferrari
P40,Boxer, and the like are tumbling, They’ve been getting sexier and sexier,but who really wants to pay over $200,000 for a car you can never take out of second gear, in uncomfortable and has less and less utility?

On a less lofty note, the Buick (Regal) Grand National was supposed to be a unique”roadworthy” replica of its real Grand National racing counterpart. Buick gave it a completely different and distinctive color and ornamentation,wheels,tires,and the like,to produce the “go fast” image. But they used a  production Buick V6 turbo engine with fuel injection and valve changes that gave the engine an anemic 200 HP slightly less than a 58 Chevy. The disappointing performance , a terrible dependability track record (due to the new injection system,etc.), and a foolishly
high price tag made this piece of “marketing creativity” a total flop after two seasons, What marketing executives truly need is intelligence guided by seasoned judgment. They must be aware of the many options available to them for their marking plan,be aware that profitability can and should be an important decision making criterion, and be committed to a relentless search for truth and excellence.
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