I love brilliant marketing. It's the powerful, impactful way we marketers get you to move from point A to point B. To make purchases or make decisions about a product or service.
Brilliant marketing excites me. It's impact isn't lost on me either, even though I am in the industry.
Recently I purchased a new vehicle, and I love it. That new car smell, the technology, the fuel efficiency, everything about this car is exactly what I wanted. The truth is, brilliant marketing convinced me of all of these things. But the reality is very different. You see, the new vehicle has a huge flaw, one that would force most people to return it. The manufacturer built the car a special way so I can't put fuel in my new car at any gas station. Instead, I can only purchase gas at their dealership. I know this is a horrible inconvenience but it's worse than that, they own the monopoly on the gasoline that goes in my car. So every time I need gas, I need to go there.
Why would you purchase a vehicle like that?! That's a great question.
I don't really own such a vehicle, but many of you have been screwed over by the @Keurig company and their new Keurig 2.0 coffeemaker. Keurig has decided to patent the pods that go in their new machines and they have created some technology that makes it impossible for consumers to use any other brand of unlicensed coffee pods in their new Keurig 2.0 machines. What? How is this possible? The company knows they make a great product, and figured they could be making even more money by monopolizing the coffee that goes in their machine. Thus, a brilliant marketing department and technology department came together and had a baby. That baby is called the Keurig 2.0.
When brilliant marketing screws consumers, it loses its luster. It becomes an abortion, and it makes people dislike, distrust, and dissatisfied with the brand.
Hey businesses: Do good for consumers and don't screw them over. Use your brilliant marketing techniques to actually market things brilliantly and to bring great products and services to the world-- to people.
Keurig needs to learn this lesson. Fortunately, some brilliant hackers out there have already shown the world how to circumvent their system. Hackers? Yes, it's a piece of technology that makes coffee.
Shame on Keurig for screwing consumers over, and kudos to the hackers who figured out how to bypass the system.
For those of you who have, or are thinking about purchasing a Keurig 2.0, watch this video to figure out how to circumvent the problem. For those of you marketing for Keurig, here's my middle finger.