Kyocera-Mita

Utter crap. Kyocera-Mita needs to fire their marketing department and ad agency. They've been either ineffective or downright obnoxious at least for the last year and a half.

These days, Kyocera-Mita uses an ad that depicts a company meeting where everyone is tickled to discover that their organization is migrating to K-M machines. Whoopie. I have plenty of beefs with how annoying this ad is, but let me poke a big hole in it instead.

The ad leads with a fictitious company douchebag cheerfully breaking the news.

"We're getting new printers and copiers from a company called Kyocera-Mita."

I've never been to a marketing class, but that sounds seriously ineffective. It carries that suggestion that K-M is an unknown, that they have to be introduced and explained. When someone says Canon, no one has to ask them what Canon does. K-M should be trying to inspire that same confidence in their branding.

The ad should have said

"We're getting new printers and copiers from Kyocera-Mita."

No ambiguity. No introduction. If K-M still needs to introduce itself after all this time, they're in serious trouble. K-M has allowed themselves to be represented ineptly and this is unfortunate. At least their name is getting out.