“More than just…” slogans
Every now and then you see some company that are well known for something specific and it’s not unusual that their slogan is “More than just *something*”. Something being whatever core product or service they are known for. Is this good or bad?
Probably many of these have made a lot of money selling their core product or service and it might still be their main source of income. Naturally they want to expand business and sell other things too, but then they are also entering new territory where they might not have much experience. And do they have a competitive edge over other businesses? It can be risky. What if some of their loyal customers don’t like or don’t identify with the other things they started selling? Worst-case scenario: It kills their core business. But of course it can also play out the other way and result in increased revenue and profit.
What are your thoughts on this?
Tags: business, competition, marketing, slogans
This entry was posted on Sunday, December 7th, 2008 at 12:23 pm and is filed under business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
December 10th, 2008 at 4:30 pm
Let’s face it. The big majority of “more than just” slogan suck because they rarely mean what they are claiming. The company just thinks it can convince people by just saying it. Moreover, it can hardly achieve any decent positioning because so many crappy companies use it as well - what a lack of creativity (why not use “the best in the world”, “the client is at the center of our activites” or “best quality at a competitive/affordable price” while we are at it?).
Now, they are a few cases where it can actually be used, as statement to introduce or conclude the actual proof BUT not as a slogan.
Good example: Rio Tinto Alcan, an aluminum company.
It is used to explain that it is doing more than aluminum by investing in the community. It’s not their slogan.
December 10th, 2008 at 6:08 pm
I totally agree with what you’re saying. Good stuff.