Underdoing It at Overstock

I wonder if the good people at Overstock.com really have a message about who they are and what they represent. Their initial ads focused on a women sexually describing that it was all about “the O”.

Now, they apparently have some state of the art delivery system so that nothing gets between you and your purchase. But they don’t. They use the same as most others—UPS, FedEx and the U.S. Postal Service.

So, what are they all about? What makes them important? Judging by their home page, it’s the index of items they sell and some special promotions. There’s no single identity for them.

And the identities they’ve tried to create don’t say anything accurate or important. There is no central message.

Look at your own brand through a consumer’s eyes. Does it make sense? Does it tell you what you need to know about the brand? Is it consistent with who you are? Is it all tied together to deliver the same message through multiple channels?

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