GoDaddy or NoDaddy?

GoDaddy Will Not Run a Super Bowl Ad for the First Time in 12 Years

After the controversial spot in last year's Super Bowl, GoDaddy has decided they will not be returning for Super Bowl 50. GoDaddy has decided that they have created a brand for their name, and now they have started to re-position their marketing. 

Last year, the brand pulled its ad featuring a golden retriever puppy that falls off a truck and is sold to a new owner, spoofing Budweiser's popular "Puppy Love" Super Bowl commercials. The spot was removed from YouTube after critics panned it for making light of puppy mills.

After creating a creative brief, and deliberating on each section this article addresses the "Why." When positioning a company, like GoDaddy, they looked at why their brand is remarkable and understanding the reason it is. This was interesting to see GoDaddy re-position themselves, as we went over in one of our meetings, we visualize the positioning map with an X and Y axis. 

When trying to position Litron, depending on the established axis', we could determined what Litron's brand and core values are just by where they are positioned. It was intersting to see that GoDaddy is completely changing their postion on the map, they are also changing their target audience. The brand is moving from the Super Bowl to trget marketing geared toward small-business owners. 

"As you've been tracking us over the past several months, you've seen us shifting away from high-level domestic brand awareness to a more personalized, data-driven marketing approach as we expand globally," GoDaddy said. 

Overall I thought this article was important to share because it is taking what we learned in putting it into a real prospective, even with a company who has already positioned themselves. GoDaddy completely removed themselves from a commercial slot in the Super Bowl, one of the biggest advertising platforms on television, to completely re-position themselves to small businesses now that they have created a name since 2005.