Tom Dougherty, CEO – Stealing Share
11 May 2010
Rosetta Stone has the right idea
As I sit here in my office, I am looking at box containing software for level 1 Japanese from Rosetta Stone, purchased several years ago prior to business trip I would be making to Japan. The idea, of course, was to learn enough Japanese to get by as well as participate in some light conversation with some of the Japanese businessmen I’d be meeting.
When making this purchasing decision, I knew there were other language software companies that had been around much longer than Rosetta Stone. For example, I recall that years ago when I had a desire to learn German, I had tape cassettes (I guess you can see how long ago this was) from Berlitz, a well-established and respected company. But when it came time to order the Japanese software, the only company that was in the running for me was Rosetta Stone.
“I don’t know if Rosetta Stone software actually works better than its competitors, but I do know I associate with that feeling of discovery and unlocking the unknown.”
Rosetta Stone has been around since the early 90’s and I bought into their approach to language learning by the use of repetition combined with interactive technology, which would enable me to learn a language more quickly and effectively. It made sense to me because their methodology is most similar to the way first languages are learned (at least this is what Rosetta Stone preaches).
As a company, I think Rosetta Stone has done a nice job positioning itself as the preferred choice when choosing a language software program. It has a name that is clever without being cute. You, the user, understand right away that its program is designed to help us break though that unfamiliar language barrier.
In addition, it has done an excellent job of having its product placed in airports and around people who may be headed to a non-English speaking, exotic location where learning the language would be beneficial. Unlike many other language software programs, Rosetta Stone’s packaging is simple and to the point, and its use of a globe against a bright yellow background is very eye-catching. You know right away who the company is and its purpose.
I don’t know if Rosetta Stone software actually works better than its competitors, but I do know I associate with that feeling of discovery and unlocking the unknown – in this case a foreign language.
I must like that association quite a bit as I also have Rosetta Stone software programs at my home in Arabic, Spanish, French and Mandarin. Hopefully, I will have a use for one or all of these programs. Or even one I have yet to purchase. Because in the end, I am purchasing the idea as much as I am the product.
Best brand position Tom Dougherty, CEO - Stealing Share 17 June 2019 The best brand position is never about being the best I can give you the most significant reason why so many brands fail. Because so many promote a best brand position, meaning some...
Facebook branding Tom Dougherty, CEO - Stealing Share 12 June 2019 Facebook branding now means Big Brother I am not going to say that Facebook branding is completely failing. It's just taken on a whole new meaning.Data suggests that Facebook usage and...
Mercari and simplicity Tom Dougherty, CEO - Stealing Share 11 June 2019 Mercari pummels Craigslist with simplicity Before I get to Mercari, let me say a few words about Craigslist. There was a portion of my life where I fully embraced the world of...