Zzzzzz…Oh, was that a Tagline?
May 18, 2007 4 Comments
The Wall Street Journal ran an article on Thursday about Lenovo’s new campaign to sell the Thinkpad laptop (Lenovo purchased the PC business from IBM a while back).
The thrust of the campaign is to show that the Thinkpad is tough and durable. OK, that’s a workable angle, I guess – although I wonder if that particular issue tops the list of concerns and aspirations for the majority of laptop buyers. But be that as it may…
Here’s the campaign tagline: “From the world’s best engineers come the world’s best engineered PCs” Zzzzzzzz….
Do people really want to own a PC because of engineering abstractions? Or because of how it looks, feels, runs applications, and makes me look when I use it?
That tagline is too long, too cold, and too narrow. For a certain small sub-group, it will have some appeal, but it’s DOA as far as aspiration and memorability (by the way, I should note that I’ve always loved Thinkpads. I don’t have one currently, but I’ve used a number of models in the past, and found them to be superb machines!)
What would I do differently? I’d use a simpler concept that can be applied broadly across many themes. For instance:
One word, but it says it all regarding Thinkpads. More features. More durability. More value for your money. And, yes, it prepares the buyer for the idea that you’ll pay more also. If I’m going to want a computer, I want…more. Not engineers.
(for my take on “engineer” advertising, in particular relating to cars, here is a previous post).
What do you think? Is engineering a good angle? How would you market Thinkpads?