Too many corporate positioning ideas are way too vague. This one isn't. I love this one.
And what I love about it is that this chaotic environment, which could be seen as a negative is made into a postive by the positioning. ie - if they'd promised 'holistic sewing machine solutions' this messy place would have seemed shoddy and lacklustre. But because they've said they're experts it makes them seem like real passionate tinkerers and obsessives. To me anyway.
And on the same theme; here's a joke at the expense of the US Democratic party and their horribly vague positioning. Which could stand for thousands of brands. We've all worked for brands that stand for anything.
Everyone's afraid to admit what they really are, hence 'integrated logistics' rather than 'freight, 'fulfilment solutions' instead of 'mailing house'and so forth.
Amid this, another little ray of light comes from Sydney's 'We Turn Up Plumbing Services'. Benefits don't get more compelling than that.
Posted by: Ian | March 28, 2006 at 06:29 AM