Barbers and Brands

My son's nice little girlfriend is in Cosmotology School, eagerly working toward a career in...cosmotology. The other day she asked why I hadn't come to see her at the school -- especially since she would give me a "referral" haircut for half of their already very low price. After all, she said, "it's almost free, I do a great job, and I know you want to support me." I'm sure she's telling the truth. So, like George Clooney, I was in a tight spot.

Fact is, all logical reasons and supporting features aside, a guy named Ben cuts my hair. And I like him. This experience made me remember that, at the point of sale, choices are made based on preference. In this case, my preference is based on comfort, familiarity and trust. These things describe my relationship with Ben, and a good relationship with a service provider trumps all (unless something really bad changes it.) No doubt about it, in this case, I have a clear brand preference.

The little girl is a sweetie, and just as cute as she can be. But next week, I have an appointment with Ben. Hope my son understands.

Toyota: Buying a Market Position (or not)

I am fascinated by the current Toyota TV campaign which touts their investment in "safety." It features an expensive, well-done TV spot combining nice graphics with various scenes of beautiful vehicles. And in this single :30 spot, "safety" is shown graphically six times and is mentioned in the audio seven times, for a total of 13 references. That's one overt safety reference every 2.3 seconds, on average. It's almost obnoxious.

I've learned that companies can't simply create a strong position by claiming it -- especially if it runs counter to a common perception. And the common perception is that Toyota has many great attributes...safety NOT particularly being one of them. At least not today.

If they were paying me (a lot less than whomever they are paying, by the way), I'd recommend they tout their strengths now and let some time pass before slowly bringing evidence forward about how safe their vehicles are. And it would be through third-party recognition (i.e., Consumer Reports or some other group) and NOT through their own paid advertising.

Toyota marketers are smarter than this...surely.