May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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33
Minds
Don’t Change
T
he futility of trying to change minds in the marketplace is
a lesson we learned many years ago.
Those were the days when we were trying to drag the per-
ceptions of Western Union into the twentieth century.
We tried advertising everything from satellite launches to
advanced communications services. Nothing worked.
After years of effort, the consumer’s perception of Western
Union as the old-fashioned telegraph company was as strong
as ever. Our final advice: Change the company name to
Westar, and use the Western Union brand only on the tele-
graph and money-order services. Anything else was hopeless.
While the advice was good, our message ...
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