by Dr Greg Chapman
This month’s ad comes from Germany. It’s for a city car and it presents its point of difference in a clever way, by first showing what it’s not good at. It proves its niche position by disproving its suitability outside its niche. It makes you ask why would you buy a non-niche car for city driving? It makes this choice look ridiculous. And it does it with Attitude.
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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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