Kraft’s Mary Beth West recently wrote an AdAge article about strategies for selling within a recession.   (Unfortunately, an AdAge subscription is required to view the entire article, so for a free glimpse, view the YouTube summary.)  The top takeaway that rang true was an emphasis on value.  Kraft adjusted the way they positioned Kraft Singles by “talking about it in terms of pocket change as well as it making a great grill cheese sandwich.”  They did not remove the quality positioning statement, but subjugated it to the idea of value to the consumer.

Like Kraft, Saab adjusted its messaging.  The company went from an ad campaign titled “Born From Jets,” which compared the vehicle to Jet fighters — and played upon the real Saab technology employed in some jets — to an approach seen recently in Harvard Business Review full page ad: “We believe every person should recycle.  And so should every engine.”  They go on to tout the turbo technology that reuses engine exhaust to increase fuel efficiency.  In both ads, the Saab 9-3 Turbo was highlighted; the difference was simply positioning that emphasized value.
 
In the same way, our customers are discovering that adjusting their message on a direct mail piece can increase an emphasis on value without diminishing brand value, even for a luxury brand.