Who has the clearest hero statement?

Academy Study Groups Study Group: Sales Enablement
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This is tough .

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Customers are real hero

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BMW Sheer Driving Pleasure

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la gente buena y honesta son heroes

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Hi Jon,

I like what the other class member said: “Subway - eat fresh.” I have created hero statements in courses before, and those courses didn’t teach that hero statements can also be slogans, so I will go with the flow here and say, “Nike - Just do it.” This slogan/hero statement makes each person who buys the products the hero of their own story, empowering them to “just do it.” It’s not necessarily a slogan that inspires the customer to think, but rather, to do, to take action.

Thanks,

Alanna

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One example of a brand that boldly puts their hero statement front and center is Patagonia. Its founder statement Mr.Yvon Chouinard, “We’re in business to save our home planet,” is like a heartfelt promise from a friend who cares deeply about the environment. It’s like having a conversation with someone who genuinely believes in making a difference and invites you to join them on a meaningful journey. By boldly showcasing this statement, Patagonia humanizes their brand, showing that behind the products, there are real people with a shared passion for protecting our planet. It’s not just about selling outdoor gear; it’s about embodying a collective commitment to environmental issues.

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Sales strategist

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Who has the boldest hero statement?

“Our software is built for small businesses. If you’re a large, high-growth, or high-chaos company, we’re not for you.” or “We are for the Fortune 5,000,000.” And maybe my favorite line is still “Small businesses are our favorite businesses.” - Basecamp and 37signals are pretty bold about who they serve and who they do not.

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A few brands actually lean into this pretty openly, and they’re clear about who they’re for and who they’re not. One is Patagonia. They’re very upfront that they’re for people who care about environmental responsibility, even if that means buying less. That naturally filters out customers who just want less expensive (but still a bit expensive) fast fashion.

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I guess one of the perspectives which I had gathered sometime back from CVI says that instead of trying to be a hero to a customer, be a mentor and make him the hero! Intersting indeed.

I guess WallMart is one such company in the retail space. May be Lambhoghini is one such organization in the luxury auto segment.

1 Like
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I think it’s good but what about the One plus