Luxury Real Estate Marketing Professionals should understand the role of a niche in one’s marketplace. A niche is defined as a place, a position, a slot, a function, a role or a forte in a market place. It is important to know where you fit in. Here is a perfect example of a niche, with a slogan that embodies its position in the marketplace!

The product is Crayola crayons, which have been in existence since 1903. The company started in 1885, as a manufacturer of colorants for industrial purposes as well as slate pencils. It was Alice, a schoolteacher and the wife of the founder, Edward Binney who came up with the idea of a child friendly crayon. She also coined the word Crayola.

The Crayola slogan is “The Art of Childhood.” It defines what the company stands for and the value the end user will derive from the product regardless of their age. With this slogan, Crayola sharply defines its niche. It is one of the most recognized brands in the world. The vast majority of children know what a crayon is and they recognize the bright yellow box, even if they cannot read. In 1984, the company was purchased by Hallmark cards, another company with an exemplary slogan, “When you care enough to send the very best!” It has an emotional association as does “The Art of Childhood”.

What is your niche? How can your slogan express and promote it?

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