If you’ve got a minute or two to kill, check out yesterday’s column by the always interesting Bob Garfield.
The California Marketing Committee has taken a whack at the “What Happens in Vegas Stays in Vegas” campaign by illustrating what happens, in fact, when it doesn’t. Stay in Vegas, that is. The pitch: stay home in California, and you can have fun without possibly doing something so incredibly stupid that it’ll ruin your life.
Cute.
Actually, it’s an interesting twist on an old subject: positioning. Whether you are open, transparent, and honest (see Ann’s post below) or you’re, well, AT&T, there’s still a lot of time and money spent trying to communicate what you ARE. And, sometimes, it’s easier to do that by delivering a simple message that defines what you’re NOT.
Whether the great state of California has counter-positioned itself successfully will soon be seen. But it’s a very interesting strategy, perhaps best employed when a business is trying to emerge from a very cluttered space.
Hmm…
This seems like the most comprehensive blog on this niche
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