The business I would give a tune up to is Dell. Their brand used to be huge and then they just kind of disappeared from the spotlight over the past couple of years. They have switched their positioning a bit and I no longer know what the company stands for. What I would do is make a focused USP ad campaign and stick with it instead of jumping around so much. My positioning would focus on reliability – When you want a PC you can rely on, choose Dell. And I would stick to that core positioning. People want a computer they can rely on—not something that is going to break down or crash every other day. Keep the message simple and focus on the core benefit of reliability as the USP.
To your marketing success!
Peter Geisheker, CEO
The Geisheker Group Marketing Firm
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