[Cache – #28]
It is very difficult to be different. Yet owning a meaningful difference in customers’ minds is the essence of branding. Hence my great respect for the positioning of Dyson’s line of vacuum cleaners as expressed in their tagline: *the vacuum cleaner that doesn’t lose suction*. It’s a promise that stands out from the competition. Like Zipcar’s *wheels when you want them* and Porter’s *flying refined*, it resonates because there’s a problem to be solved and these guys have solved it.
And so my confusion at the positioning of Dyson’s new line of household fans. Dyson boasts that their fans don’t “buffet” the air (“buffet” defined as ‘to strike against or push repeatedly: The wind buffeted the house’).
There are many problems in this world that require solving, but I venture to say that fans buffeting the air is not one of them. The question that Dyson and all brands must ask is: “Does our point of difference matter to customers, and how can we describe it in a meaningful way?” In the meantime, we should not be expecting the buffeted masses to storm the Bay, like Vancouver hockey fans, for the latest Dyson product.
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