I saw a sign advertising a dry cleaner recently. .The company promoted their services as being “For the adventurous”.Huh? Adventurous? I’m not sure I want to be adventurous with my clothes. For a vacation? Sure. Bring it on. My last vacation was to Costa Rica and I was looking for adventure. But for my good suit? (Yes Jon, I do own a couple. I even have a tie or two….though I don’t recall when I last wore one! ☺) I don’t think my suit needs any excitement, thank you very much.
This is clearly a case of the “theme” not matching the client’s needs. (There can’t be market for people who wish to be adventurous with their dry cleaning, can there?
Unfortunately, it’s not uncommon to see such a ms-match when a company’s overall theme is applied to a specific client who has different needs than those promoted by the overall theme. Thus the need for customizing/tailoring of theme statements.