One Strong Brand? Really?
What happened: In an effort to try and explain a recent merger of Contex and VIDAR, the company is stumbling all over itself. The important facts to know are Contex and VIDAR are both well-known brands and Contex is the dominant brand. This posed a strategic problem for Contex because customers kept asking what were the main differences between the two products. Since both brands are well known and respected it wasn’t possible to eliminate or downplay either of them. So the company decided to call them both Contex and cross its fingers that the questions would go away. Ultimately, that will probably work, but not before Contex has further confused an already confused market.
Check out this corporate speak and decide for yourself how much sense it makes.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.