Something bad or not so good supports the old saying that it is a good example for a warning. That very case drove past me today – clearly visible on a lorry of a large German industrial company. What happened?
Some time ago thyssekrupp (formerly ThyssenKrupp) gave themselves a new marketing identy. Modern, “tidy” and away from the aged image of a “steel kettle/burner” .And, believe it or not, it was awarded the 2016 European Design Award. So, all is well, right?
With all the positive attributes that can be said about the new appearance, the new claim engineering. tomorrow. together. gives the impression that it was conjured up in a round of Buzzword bingo. Empty, limp without a clear statement or address. It very much reminds me of Microsoft’s classic "The Wow starts now"! launching Windows Vista - Seth Godin's aptly commented on Times photos of several bored-looking MS managers at the launch event.
Actually, thyssekrupp really wanted to convey something else.
"The claim - “engineering. tomorrow. together.” - places a clear focus on cooperation, while also conveying that we are looking to offer pioneering solutions. In other words, the logo and claim embody our corporate identity." Source: thyssenkrupp corporate website
Given the choice of words, I find it difficult to fathom out a "focus on cooperation" as the first two words dominate too heavily. Additionally, I am surprised about the term "clear", because the basic stringing together of three nouns leaves a huge amount of scope for dangerous interpretations, e.g.:
"We’ll start tomorrow with our joint engineering" (Well, not today but definitely tomorrow and also together with you!)"
"Tomorrow’s engineering we will do together with you. (That of today we’d better do alone!)"
A few tips for you on the path to better claims:
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