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Published Date
June 7, 2023
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Don’t just tell people about your differentiators.
Show them.
The folks at Cathay Cargo got the assignment 👇
Think about it.
If you have cargo you need shipped. What do you care about most?
Making sure it arrives on time.
So, instead of showing a generic picture of a flight crew or a picturesque image of a plane…
They show a real image of one of their planes landing in thick fog and poor weather conditions.
The first line in their ad:
“We fly cargo - rain, shine, or through thick fog.”
I’m sold.
#productmarketing #positioning