Wednesday, March 14, 2012

The "Solutions" Business

I was listening to Pandora a couple of days ago and an ad came on for FedEx. I don't remember the ad I heard verbatim, but it was something to this effect.

"Most people think FedEx is just for shipping. But we're a lot more than that. FedEx can help you with a variety of business solutions as well."

FedEx revolutionized shipping with their overnight delivery service. The advertising reinforced the company's reliable delivery with ads that reminded consumers that if their package absolutely, positively, had to get there, the choice had to be FedEx. Shipping is a word that has a clear action behind it.

"Solutions" does not; so consumers have no idea what to make of it. Brands like FedEx choose a vague concept like "solutions" to appeal to more people. It's perfect because the word can mean anything. It's fails because it means nothing as well.

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