Tom Dougherty, CEO – Stealing Share
26 March 2019
Freewrite is unnecessary, but at least it has a brand position
This past weekend, my eldest son and his young family came over for dinner. We ate, laughed and poked fun at each other (a typical Dougherty practice). Following the dinner clean-up, my son brought out a rather large looking rectangular, felt case. Stamped on the front was the word, Freewrite.
“What the hell is that?” I prodded. I was concluding it was some type of antique computer he discovered at a pawn shop.
In response, he shines a toothy grin and pulls out the device. His hands gripping — I shit you not — a word processor. The Freewrite, as the hand-held machine is named, is about 12” by 8”. It has an e-ink screen that shows about ten lines of text, a full keyboard, a few levers for saving documents and accessing wifi networks, all enshrouded in a dark metal casing.
“Dad, it’s what serious writers have. It helps us complete first drafts without the distraction of the internet. And it keeps me from going back to edit; which is where I lose my momentum. See, no arrow keys to jump around the document. I can only move forward with my words. It’s awesome.”
My response: “Absolutely stupid. Have you heard of a pen and paper? Or turning off your wi-fi? It looks like some relic from the 70’s. I can’t believe you bought that thing!”
“Even if it is cringe inducing for me, I get my son’s mindset. At least Freewrite owns a brand position, which is more than I can say about most brands.”
Freewrite states who it is for
Emotionally compelling branding entices a target audience to purchase just about anything. The Freewrite is proof of that.
Its concept is antiquated — down to the notion of it being a “smart typewriter.” There is nothing smart about a typewriter in the year 2019.
The next day, I learned more about the product.
Interestingly, what I uncovered was a brand model. One which its manufacturer, Astrohaus, connects directly to the target audience’s core beliefs. The Freewrite are for those serious about their craft and always thinking about it.
Don’t take my word for it, here’s copy directly from its site:
Freewrite was launched in 2014 with a mission: relieve digital distractions and provide a modern writing tool for serious writers. And it’s worked, over 45 million words have been written on Freewrites and counting.
Even if it is cringe inducing for me, I get my son’s mindset. At least Freewrite owns a brand position, which is more than I can say about most brands. Just don’t expect me to pen any posts using one of those high-dollar doorstops. I’m happy with my computer.
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