It’s marketing strategy 101. Define your consumer promise tightly and don’t try to be all things to all people. Pick the single most important thing about your brand, and communicate it clearly to your target market.
Of course, that’s not always simple. So often we can’t focus. We love so much about our brands that we want to tell our target everything – if only they would pay attention!
The great Smart car ad shows exactly what this car is good at. But more unusually, it also shows what it’s not good at. Might seem like a risky strategy, but it works. Take a look.