The Four Seasons



















This advertisement for Berkeley Snowboards makes a generic claim that sells the snowboarding category.  They are claiming that all seasons other than winter are identical and are even perhaps hellish. Instead of selling a benefit for the category their strategy is to associate themselves with the claim. They accomplish this well with a strong headline and an overall memorable execution. A larger “Berkeley Snowboards” at the bottom of the page accompanied by a picture could help make the execution even more memorable.

Jack Trout and Al Ries would not agree with this brands advertising strategy because Berkley Snowboards do not own a dominant share in the market.  In fact, their brand is just barley established in the snowboarding community at all. Selling a benefit or feature would make more sense for a relatively unknown snowboarding brand using a product-oriented strategy.


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