I just saw this copy on a Dyson display case and I really like it for a number of reasons.

  • It echoes the brand’s strategy – to do things differently than the competition.
  • It helps reinforce the brand’s positioning and sales strategy at the retail level (among those) who probably will never be exposed to the high level Mission, Vision and Values of the Dyson brand.
  • The short, well written, provocative copy encourages you to stop + think.

I’m posting this little gem because it’s a rare retail example of a clean, simple and practical (communication) alignment between what the brand claims to be, its market positioning, and its retail voice.