Tag Chicago O’hare

In a Brand Positioning Jam?

In a sea of sensory overload, consumers are unable to navigate the differences between brands and what they stand for – and how they are different.

I was in Chicago’s O’Hare airport not so long ago and I saw the campaign below from the office brand #Fellowes.   It struck me as a great example of a brand that did their homework to define a brand position that is unique, impactful, and immediately resonates with their target consumers – in this case, business people and procurement staff who purchase and use shredders.

What is the #1 problem that you have had with shredders?  I bet it is that they JAM!!!   They always seem to jam and then it is a brutal wrestling match with a knife, scissors, etc. to push the jammed paper through and ‘set the machine free’… (It would be interesting – and probably a bit scary – to see the statistics of how many people injure themselves trying to de-jamify shredders)

Now, for Fellowes, they could have positioned themselves as faster, as more aesthetic, easier to use, etc… but I assume they ‘did the math’ (evaluated the situation, maybe with consumer insights or maybe with common sense) and realized that the number one problem we all have with shredders is that they are not tough enough… we want shredders to suck huge quantities of paper through and chop it all up – with NO PROBLEMS.

It appears that Fellowes took this opportunity to heart and with their slogans and creative:

“The World’s Toughest Shredders” and “100% Jam Proof” – great examples of carving out a ‘reason for being’ that is unique and immediately resonates with their target consumers.


  • What is your brand’s ‘reason for being?’
  • How does this brand positioning manifest itself to consumers?
  • As consumers expectations change, will your brand position need to evolve to stay hyper-relevant?