When you’ve only got seconds
Retailers only have seconds to communicate to passing trade. How they achieve this physically is one challenge but how they engage mentally with a prospect is another.
This business in Old Compton Street, Soho, London knows exactly where it stands. Surrounded by competitors in similar businesses catering to all types, it communicates a breathtakingly simple and honest value proposition in just two words that ticks every box in my positioning model:
- Is it clear? Do i know what’s on offer?
- Authentic? Are they genuine, do i believe they care about what they do?
- Reliable? Will they deliver the ‘trashiness’ they promise?
- Distinct? No one says it like they do or reflects the reality we all recognise.
- Salient? Does it ring my bell functionally and emotionally? I’m not their target audience but their longevity suggests someone values them
It makes me smile every time I walk past them, a reminder that great marketing done well can be very simple.
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