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Winning Vs. Going With The Flow

Posted by Anonymous on 10/16/2010 at 9:36 AM ET 25 Points
I work for an Aluminum trailer manufacturer, and we're working on a new ad campaign that carries the message that you shouldn't just go with the flow (Floe is a competitor)... It must contain the word flow.

I'm interested in any and all ideas!
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  • Posted on 10/16/2010 at 10:01 AM Author
    I need a little more...something like you'll never get to the top by going with the flow... something like that...

    thanks,
  • Posted on 10/16/2010 at 1:05 PM Accepted
    Wait a minute!

    What is it you're trying to communicate? Why the play on words? Why not come out and say what you're trying to say: "We're better than Floe because ..."

    The approach you are considering (a pun) usually either goes over people's heads or annoys them because they think you're trying to be "cute" instead of serious.

    If you have a strong competitive claim, use it. If you don't, then you have a fundamental positioning problem, and trying to hide it with a pun is like trying to hide an elephant with a table napkin.
  • Posted by Jay Hamilton-Roth on 10/16/2010 at 10:39 PM Accepted
    Why not state your claim: "We're the Leader In Trailers" (complete with pun). Don't pick out your competitor in your advertisement - it's giving them free advertising. Show how you're better than "the others", rather than singling them out.
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