positioning
Marc Benioff emphasized Salesforce as a disruptor of the enterprise software industry through the “End of Software” campaign.
Ironically, while Salesforce IS a software company, Benioff positioned Salesforce as meaningfully different because he promoted the new market category just as much as his company.
He used messaging and imagery to effectively juxtapose his new solution (SaaS/Salesforce) against the old problem (enterprise software).
Salesforce didn’t shy away from being confrontational against the software industry.
We can take a similar approach with FICO.
Slack (acquired by Salesforce) did something similar in its efforts to establish itself in the new category (cloud-based team communication) from the “old” category, email.
If Slack didn’t evangelize how it was not in the same category as email, people would have just assumed it was another email-based service.
Like Salesforce did with (enterprise) software, Slack has positioned itself against an existing category, email.
In this visual, they’re instilling the implication that email is old and inefficient in their audience’s minds, framing email as a problem when it comes to team members communicating effectively with one another and positioning Slack as the solution.
Just like what Salesforce and Slack did, our messaging needs to be consistent in framing FICO/the existing credit system as the problem.
Some ideas of descriptors to use:
traditional, outdated
complex, complicated, convoluted, inconsistent
discriminatory, exclusionary
Asics’ “before and after” ads are a good example of simple imagery being used to create juxtoposition/contrasts.
We can take inspiration from this for some of our visual messaging.