You worked hard on your brand. You created an image. You can concisely explain what your company offers in one quick, pithy phrase. You have your identity. Now everyone will remember you, right? Wrong.
Successful businesses offer something new and position themselves as industry leaders. They capture attention, anticipate needs, and keep promises.
Here are some businesses that figured this out and turned their brand, or their industry, upside down:
- Domino’s Pizza: Domino’s made waves in the highly competitive pizza home-delivery market by offering delivery service in 30 minutes or less, or the pizza would be free.
- Subway: At a time when fast-food restaurants were coming under increased scrutiny for their unhealthy offerings, Subway found Jared: a man who lost a lot of weight using their sandwiches as a part of his diet plan. Their takeaway? Fast food can also be healthy food.
- Avis: Proved its mettle be admitting its status as the second-largest car rental company in America – and then capitalized on that fact by saying “We Try Harder.” Talk about turning a liability into an asset.
- Netflix: Turned the movie rental business on its ear by doing away with late fees and delivering discs right to the customer’s door.
- Crest: Went from having 13% of the toothpaste market to over 40% when it added the endorsement of the American Dental Association to its packaging.
The moral of the story? No matter what Nike says, “Just Do It” won’t always work. Sometimes you have to take your brand, turn it on its head, and sell it.
Come by Pine Press Printing & Mailing and see what has set us apart from others for over 32 years. For more business tips and ideas read one of our latest Business Forum’s found at: https://pinepressprinting.com/newsletters.htm