Branding Blog

Grabbing Attention: Ejector Technology for Passenger Vehicles

It's one thing to grab someone's attention. It's quite another thing to bait and switch. As a blogger, I get quite a bit of PR email. Today, one came from DENSO corporation with a file attached which was named "DENSO Develops ejector technology for passenger vehicles."

My brain said "CRIKEY! What's this about?". I opened it and found out that it is some kind of new-fangled air conditioning technology.

Sigh.

By using an ejector that rapidly injects and expands high-pressure refrigerant, the energy that previously was lost in the expansion valve is converted to pressure energy and reused, thus boosting energy efficiency*2. As a result, high cooling and refrigeration performances are both achieved even when the cooler box is used.

“An ejector system can drastically improve the energy efficiency in the refrigeration cycle, and we are now working to develop a system specifically for car air conditioning systems,” said Hikaru Sugi, managing officer in charge of DENSO’s Thermal System Business Group.

Unless you are really into the whole air conditioner technology groove, this is total boredom.

Really, this is just a PR typo, but doesn't it remind you of some of the marketing and advertising crap you see every day? Don't do this type of thing in your advertising.

Another example is the stupid travel site emails I get every day. Southwest Airlines sent one the other day which promised Denver-Austin for $79 each way. Not on the dates I wanted, and only on about 2 dates between now and Christmas. Sheesh.

How have the marketers been fooling you?

GM's Bob Lutz on Blogging

I got a chance to spend about an hour with GM Vice Chairman Bob Lutz Thursday afternoon at the Denver Auto Show. He was doing a walk through of the GM display with members of the Rocky Mountain Automotive Press.

In between all the car talk, I got a chance to ask him about blogging. To him, the best part of blogging is that he can get his messages out without having to rely on editors and the traditional media gatekeepers.

His post Wednesday on the GM Fastlane Blog is a good example of the power of the blog (even to the most powerful of executives). He gets to set the record straight as he sees it. The comments following the post show that not everyone may agree with him, but he does get to say his piece.

By Bob Lutz
GM Vice Chairman

The media coverage on the auto industry of late has done much to paint an ugly portrait of General Motors. This happens when a company's financial results are not meeting projections and so I can understand and respect the increased scrutiny.

But I must draw a line between legitimate coverage and manipulating facts to create "news." Which is what happened when remarks I made in answer to a question at an analyst conference in New York last week were taken out of context and twisted just enough to cause panic among a lot of good people.

Many of you probably read something to the effect that....

[continue reading at FastLane]