Seems we’ve been up to our eyeballs in positioning and message strategy work at Outsource Marketing lately. Of course, positioning should be the cornerstone of all your marketing communications—without meaningful differentiation, you’ve got nothin’, after all.
But your positioning has to be more than simply unique and matter to your prospects. It has to be true, too.
With that in mind, watch this:
If you are selling “the world’s toughest phone” that’s “virtually unbreakable,” perhaps it should be.
While Sonim XP1 CEO Bob Plaschke handled this with an amazing amount of grace, the fact is it would appear to some that this is nothing more than another hollow marketing claim.
Not just because you might get caught. It’s because it doesn’t respect the people that ultimately pay the bills—your customers.
Is Sonim guilty of the age-old marketer’s practice of marketing puffery? Considering their “unbreakable” phone broke, does it really matter?
What do you think?