Saturday, February 20, 2010
Hey, why not. Why shouldn’t every brand own every generic positioning like joy and fun! Ritz was happy, so too, Pepsi, but, can’t a car be happy as well? Sure the tagline-slash-headline hybrid positioning statement in advertising is nowde rigueur, even though me thinks it conflicts with their classic tagline here.
A sign-off that’s is still there for the U.S. and UK markets, even if Sheer Driving Pleasure makes an appearance on the main site, and seems to change depending on the country. New positioning or not, BMW is still the Ultimate Driving Machine.
It is not fun. A Carnival Cruise is fun.
It is not joy. Exhilaration, maybe. Joy? That’s for VW and the Farfegnugen crowd.
Nor does it make joy. Trojan makes joy. (Actually, customers make joy—they make joy 99.999% worry-free.)
BMW makes the Ultimate Driving Machine. Not VW. Not GM. Not nobody.
BMW without UDM is like Nike sans Just Do It.
It’s like Harley saying their rides release your inner fun. Why? Because joy, or fun or happy doesn’t mean any more for a cracker than it does a soda or a car. When different brands increasingly equate themselves with the same word, doesn’t that word lose it’s vibe?
I know a lot of blood, sweat and rewrites went into crafting joy in just the *right* way, and that often why you shouldn’t change a positioning can be as good a reason as any for why they should change.
But, go ahead. I’ll wait while they run with joy, then change back when it turns out to be no happier than anyone else’s.