I was driving down the freeway yesterday when this semi cruised by, with what I thought was a clever, clever catch phrase.
It was Old Dominion Freight Line, and their message was, "Helping the world keep its promises."
They aren't promising that they are the fastest freight line, or the best freight line, or the most prolific freight line. No...they are promising results... an end product.
It made me think about a very clever Las Vegas ad I'd just seen on TV. The girlfriend/wife comes home and says to her partner, "Oh...I've got so many pictures!" The implied message is, by the look on his face, oh boy....I'm going to see exciting photos of people in compromising conditions in party wear...you know, he's thinking naughty thoughts, lol.
Instead, she whips out her sketch book and starts showing him all these great "line art, stick figure" pictures...and he looks vastly disappointed and dumbfounded.
The ending tagline...you know it..."What happens in Vegas, stays in Vegas"
Again, promising that end product...that end result that without words tells you you're going to be able to have a great, uninhibited time in Nevada.
Great ads, both of them.
So, back to my driving down the road, reflecting on marketing, branding, and the promises we make.
Betty Covey and I market ourselves in the Marana/Continental Ranch/Continental Reserve area as "the Golden Girls of Long Realty. It all started with the Marana Chamber of Commerce.
Our tag line? "We'll treat you like gold." Our underlying message - You Matter. You are not just a transaction. You have Value.
What's your underlying message with your Brand?
If I can assist you in your home buying or selling in Marana, Tucson, Oro Valley, or Vail, please don't hesitate to call me! Email at firstname.lastname@example.org
Cara Marcelle Mancuso, Long Realty,
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