Enterprise is a car company that rents cars. Period. End of sentence. Got it?
After all, their name is Enterprise Rent A Car.
Except, Enterprise does a lot more. Surprised?
Their new ads featuring Joel McHale tells a crisp, clear story about the many ways they serve you with mobile solutions. They realized that most customers didn’t know all that they did anymore because the rent-a-car positioning was all that their brand represented.
What Does Your Enterprise Do?
I bet your customers don’t know a few things about your brand that you think they know. Enterprise is just the latest in a series of companies who realize that their customers still have twenty-year-old ideas about their brand. From car rental, leasing, purchasing, sharing and beyond, Enterprise is telling a fresh new story that expands the meaning of their brand. Check out their new ad here.
Driving Home Your Brand Message
- Does your brand represent, in the mind of your customers, all that you do?
- Are you telling old stories with marketing messages that could have been used in the past?
- What is your marketing team doing to refresh your image?
- Is you brand on cruise control because your Executive Team doesn’t want to invest in the future?
- What are you doing to shift into high gear and reframe your story?
If your brand message hasn’t changed but your business model has, you may crash and burn. Perhaps it is time to do some research to better understand how your brand is perceived and see if that aligns with how you want them to see you. With so much disruption occurring in every industry, it may be time to widen the lens OR narrow the focus of what your brand stands for in the mind of your customer.
Does your brand reflect what you want your customers to perceive about you today?
Do you feel alone or in the driver seat? I can help provide a fresh perspective to help your brand reflect a new position. Drive over to my place at www.themarketingsage.com or text me at 919 720 0995.
Video: Courtesy of Enterprise Rent-A Car
