A great example of aligning performance predictors to a point of difference is the current Streets Cornetto campaign. The point of difference being communicated is the fact that Cornettos have chocolate and nuts all the way to the bottom of the cone. But rather than just assert this point of difference, Streets prove it with a very clever performance predictor. See http://www.cornetto.com.au/. Can you spot the performance predictor?
Monday, March 3, 2008
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