Pretty in Pink
March 25, 2010: west elm is...
From: west elmSubject Line: west elm is...
Date: Thursday, March 25, 2010 3:20 AM
I hadn't opened a west elm email in a while. This one hit my inbox this morning, and the Subject Line inspired an open. The phrase "west elm is..." invokes a certain sense of curiosity. What's the big news?
I wonder whether this email was sent to west elm's entire audience, simply as a brand differentiation reminder, or whether it was sent specifically to me, "the unengaged," as a reminder as to why I might want to re-think my relationship with west elm. Following on from the smart subject line, we read the clever headline, "what makes us we?", which is part literal (the "w" and "e" in "we" being west elm's initials) and part philosophical koan, reaching into west elm's asian style influence.
I have but one hang-up, and it has to do with parts of speech:
west elm is STYLISH. Check.
west elm is MODERN. Check.
west elm is SIMPLE. Check.
west elm is... VALUE? The switch from adjective to noun here is tough for me. I understand, though, that value messaging is very important "in these degenerate times", and I honestly can't think of an adjective substitute that would fit this situation.
Any suggestions? I think we could all use some help with innovative new ways to deliver the value message.
Comments
AFFORDABLE
Posted by: Lee | March 26, 2010 9:45 AM
Various people all over the world take the business loans from various creditors, because that's simple and comfortable.
Posted by: ChenRENEE | April 4, 2010 5:31 AM
That's a tough one. They could have gone all nouns, maybe? I googled "synonyms for affordable" and got low-cost, low-priced, affordable, cheap (vs. expensive), inexpensive. None of which sound very sexy, I must admit.
Posted by: Lyla Reinero
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April 9, 2010 12:07 PM
Okay, I'm a little late on the draw here, but my gosh, this type of thing drives me crazy too! They could have gone all nouns "style", "simplicity," (okay..."modernity" doesn't quite have a great ring to it, but they might have been able to sub something in there).
I think it is hard to get the "value" message across in adjective form...no one wants to make their brand sound "cheap" or be too direct ("cost-effective")...but the value that west elm is talking about could be approached from a different angle, with a focus on the fact their products are long-lasting. Value is about more than a low price; it's about getting a lot of bang for your buck, and they might have been able to get by with a headline more along the "build to last" theme.
Posted by: Alex Madison | April 12, 2010 9:52 AM
Economical
Posted by: Anonymous | April 16, 2010 6:50 AM