Memorable campaigns mean nothing, just ask Vonage. Everyone can recall their national TV campaigns. Memorable, yes. Compelling, no. Why Vonage Schmonage? Because in their recent ad they can only lay claim to 2 million subscribers?!? It is an impressive amount by itself but not in relative terms. There are well over 100+ million households! And over 50% have the broadband access needed to use Vonage. A ~4% market share is surprising given the ‘inherent superiority’ of their product. Are consumers really just that adverse to the unknown? Probably. Could Vonage have ‘dumbed down’ their message to simply explain their product to the masses better? I…
