Will The MBA Babble Never Cease?

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Ad Age is running a piece on Speedo’s new campaign. Stephanie Thompson, the Ad Age writer uses the term “banana hammock” to describe Speedo’s product. And while there is humor in that, how do you explain the following client gibberish about the brand’s line extension?

“We want to layer the cool factor over [Speedo’s] more rational equities,” said Craig Brommers, VP-marketing for Speedo. The reasoning is clear: While Speedo has dominated swimwear since it was founded in 1928, the segment totals only $3.4 billion annually, so growth opportunities clearly have to be sought “outside of water,” Mr. Brommers said.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.