Why Dyson got us thinking about suction
Secrets of compelling brands.
Before Dyson came along, how many of us concerned ourselves with suction technology in vacuum cleaners?
Dyson was touted as the vacuum cleaner that didn’t lose suction. By doing so it transformed suction from a feature measured in discrete parameters to a value of endless endurance. For consumers overwhelmed with technical specifications, this was a compelling differentiator.
Dyson was the only vacuum cleaner that didn’t lose suction.
Compelling brands hone their messaging for consumers to fill in these blanks:
This brand is the only ______ that can ______.
The first blank is the category. The second blank is the compelling difference.
In his book Scramble, Marty Neumeier calls this the onlyness statement. A brand is well positioned when customers have a reason to believe that it is the only one that is compelling enough in its category.
Here are a few secrets of compelling brands:
