Look, I think we’re making this a little too complicated.
Marketing doesn’t - isn’t ever - going to work unless you create something people really want/need. Sure, throw them a (marketing) party - that’s going to help.
But why not make a product, a car, in this case, that uses half the gas but goes twice as far?
By hosting parties to change people’s perception, by “getting them in the car,” Ford is taking advantage of weak relationship bonds in precisely the wrong way.
If there’s little value in their cars, a value equation that is changing overnight, those weak bonds are going to cement the perception that the cars aren’t economically efficient or culturally significant.
But Ford won’t know that calcification is taking place until its too late because the party atmosphere is going to create a little bubble of positive feedback and a thin cloud of activity.
Now, if they want to come out with a little number that teleports my ass to work, then, yeah, throw a party, and I’ll be happy to bring my friends.
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