Branding lessons from Playa del Carmen
Consumers who are given three identical choices will base their decision on price. Poorly positioned companies, therefore, find themselves in a race for the bottom. Many companies have looked to marketing strategies to save them from this death spiral. Unfortunately, rather than truly innovating and connecting with a unique tribe of customers, many organizations design their marketing to mask the fact that they or their products & services are really no different than their competitors. Let’s get real. Consumers are becoming increasingly both savvy and cynical and are demanding more authenticity from brands.
When it comes to marketing, honesty is still the best policy. I was reminded of this this past week as I walked past this Bar & Grill in Playa del Carmen, Mexico. I don’t suggest that you resort to Carlos’ n Charlie’s example as a positioning strategy but I do admire their honesty. If they’re not going to try to be different at least they’re up front about it. Ironically, maybe their straight talk makes them different after all.
For more Mexico pictures click here: http://www.flickr.com/photos/jasonbouwman/
Written by Jason Bouwman, RGD
March 19, 2010