Has anybody seen Oreck?
Tom Dougherty, CEO – Stealing Share
9 May 2013
Oreck once OWNED the vacuum cleaner market. Seriously.
“I remember Oreck well. To bad it never asked me to care.”
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.
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