I remember when Oreck was the premium player in the vacuum cleaner business. The company even had its own retail stores. But it never developed a sticky brand.
Oreck gave away brand leadership
Oreck marketed its vacuums as being lightweight and the favorite of hotel professionals. Both ideas, however, are from a distant era when many thought brand was built around a single unique feature and an endorsement.
The unique feature has moved on. Weight no longer matters. Bagless machines with cyclonic action are hot right now. Some manufacturers – Dyson, for instance – recognize that even mundane vacuum cleaner purchases carry a personal brand value both in terms of its personality and design. Design is worth paying for and is something customers will covet.
I remember Oreck well. To bad it never asked me to care.