Out with the Young, In with the Old

   For years Toyota's brand "Scion", had been marketing toward a much younger group of buyers. It has now come to light that Scion will start to introduce a brand new campaign that is aimed at a much more "mature" group. Since the brand started back in 2000, the main age group that Scion was focused on was between the age of 18 and 24. Scion VP Doug Murtha stated that the issue was that the brand awareness for Scion was still a "mystery" for consumers. After reading that statement from the VP, I couldn't help but think about the current project involving creating "creative briefs". I feel that if you are not choosing the right target market and not enough brand awareness you are doomed right off the bat. The "cuties" brand could possible have a very large target market base, but our group is trying to narrow down what exactly will be the best for the brand. In the case involving Scion, it has lasted for about 10 years! Yes, they made some slight changes but overall it sounds like they are kind of pulling a 180 here and fishing for better ideas. I personally think that the cars look ugly, and very different from most cars. Marketing to a younger audience for a car like that I believe is what hurt them.