A classic positioning and branding story. It started with a computer
with one distinguishing feature...its shape.
Solution: position, create and own a new category of computers
based on the product’s unique shape…give the product
a name to support its distinguishing feature, the NCR Tower…
introduce with a press conference in the NY Twin Towers…launch
an advertising and sales support program that creatively emphasizes
its name and shape…and do it on a budget one tenth the size
of its primary competitor.
The overwhelming success of the Tower positioning and brand strategy
resulted in a 14-year relationship with NCR and
many additional corporate and industry marketing assignments. |
