It was early Monday morning when one of our managers strolled over to our workstation. He was in a relaxed mood and the big smile on his face betrayed his eagerness and excitement to share some breaking news with us….“Hey guys, my wife just bought a Compressor!”

The immediate thought that crossed my mind was what compressor? Why would she need a compressor in the house. Was it for her air-conditioner in the house or something? When I turned to look at my fellow colleagues, our eye contact and facial expressions showed an equally puzzled look. One of us then asked him if his house air-conditioner unit was spoilt and needed a new replacement for the compressor? to which he replied with a tinge of disappointment in his tone “No-lah! Aiyah! You all don’t know what’s a Compressor? That’s the latest Mercedes model!”

Now we knew that among the fleet of Mercedes car models there was an odd one called “Compressor”! Well, you couldn’t really blame us for being a wet blanket after all we were not car enthusiasts therefore didn’t keep tab with what’s the latest in the market, especially the luxurious makes. He sure chose the wrong audience to share his excitement and proud ownership of such a prestigious car first thing in the morning. Unfortunately for him, that was just not our area of interest.

In conclusion, a brand’s image is only as good or as valuable as how the targeted segment positions it. Put outside that segment where there is no awareness, its perceived value goes to nothing.

This entry was posted on Friday, November 12th, 2004 at 11:24 pm and is filed under General, humour.