If music can be used to make a brand memorable why not have it help you remember science?
This week the sticky song comes from a series of music videos created progress important messages about the world.
Posts Tagged ‘communication’
If you have been paying attention over the last decade or so you would have noticed that both of these companies have made incredible turnarounds. In fact, at one point or another both Apple and Avis were on the brink of complete obliteration.
What happened?
Essentially these companies were able to align their marketing message with the perception (aka position) that the general public had put them in.
Avis made its big push when it claimed that “We’re #2, so we try harder.” What Avis has done here is turn a negative into a positive. Harry Beckwith is a huge proponent of flipping a negative in his book Selling the Invisible.
In Apple’s case their strap line “Think Different” has propelled them to new heights. Here’s why I believe it works.
Back when Microsoft was on top in the late 1990s Apple was perceived as the different computer, you know the odd child. By changing their marketing message they just like Avis have created a way for consumers to believe that Apple is the best.
What can you do?
First, find out what your clients think of you. Where do they see you in the marketplace? Once you have that data work your communications so that it fits with how you are perceived.