The Chicago Air and Water Show is going on today. The weather is perfect with clear skies and bright sunshine.
The U.S. military is absent this year, since the government decided to cut funding for air shows as part of the sequester negotiations. Government leaders promised the world would end if the cuts took place. It didn’t, of course. But to make a point the politicians cut the air shows.
One of the highlights of this year’s show is the Geico Skytypers, a team of WWII planes that fly around in formation and spell out letters and phrases in the sky.
It is highly entertaining; there are all sorts of words and letters in the skies over Chicago today.
If you know anything about Geico you won’t be surprised to hear that many of the phrases involve saving money on insurance.
Geico is a perfect example of why positioning matters. Why buy from Geico? To save money. This is the core of the brand; Geico is a reputable company with low rates.
Geico doesn’t promise the best service or the most complete coverage. It promises low rates.
With this clear positioning, Geico is free to be creative. It develops catchy ad campaigns and funds high impact marketing efforts. The message is always the same.
Geico can even fund a flight team and send it flying around Chicago. And the team connects with the brand because it is another way to deliver the same basic message.
People struggle to settle on a clear positioning. Geico shows that having one is the foundation of great marketing.