Companies often squander their USP’s with meaningless slogans. And it is not just the unknowns that are guilty. Many of the biggest brands in the world are, too. But having said that, these are big brands. They can make mistakes and get away with them. You can’t.
NOKIA – CONNECTING WHAT?
It seems that every Tom Dick and Sally has a mobile phone. What is the best-known mobile phone brand in the world? Nokia. Is it the best? May be. May be not. So, why is it so well known? Because one in every three mobiles sold is Nokia. That is Nokia’s USP. But is it using that powerful differentiating idea? No. well I feel Nokia has a meaningless slogan – “Nokia, Connecting People.”
Connecting people? Isn’t that what all mobile phones are designed to do? If Nokia is not connecting people, what is it connecting? The slogan is stating the obvious and therefore is redundant. People who buy mobile phones know that these devices can be used to connect then with other people. The slogan that Nokia should use is : “Nokia. The no 1 mobile phone.” It is not sexy slogan but consumers psychologists say that 95% af buyers are imitators – they will buy what other people are buying.
The typical buyer may think, “If one in three people buys a Nokia, it must be good. Why buy anything else?” The buyer may eventually end up buying something else but if the buyer knows that one in three mobile phones sold is a Nokia, then he or she night give Nokia more weight in the decision making process.
It seems that every Tom Dick and Sally has a mobile phone. What is the best-known mobile phone brand in the world? Nokia. Is it the best? May be. May be not. So, why is it so well known? Because one in every three mobiles sold is Nokia. That is Nokia’s USP. But is it using that powerfull differentiating idea? No. well I feel Nokia has a meaningless slogan – “Nokia, Connecting People.”
Connecting people? Isn’t that what all mobile phones are designed to do? If Nokia is not connecting people, what is it connecting? The slogan is stating the obvious and therefore is redundant. People who buy mobile phones know that these devices can be used to connect then with other people. The slogan that Nokia should use is : “Nokia. The no 1 mobile phone.” It is not sexy slogan but consumers psychologists say that 95% af buyers are imitators – they will buy what other people are buying.
The typical buyer may think, “If one in three people buys a Nokia, it must be good. Why buy anything else?” The buyer may eventually end up buying something else but if the buyer knows that one in three mobile phones sold is a Nokia, then he or she night give Nokia more weight in the decision making process.
