Creative Ways to Demonstrate the Differentiating Value of Safety

It’s amazing how often I receive the same answer to the question, “Which automotive company owns the value of safety?” I would say 99 out of 100 people will say “Volvo”.

And they’re right.

Volvo has consistently delivered on the brand promise of safety. They own this value more than any other car – or truck – company. They also make sure consumers know it.

Note that “Safety” is not on my list of differentiating values. And that is perfectly fine. Why? Because a differentiating value is whatever defines a company’s unique positioning. It determines the competitive advantage that will build the business and the brand.

For Volvo, it’s safety.

So how does Volvo communicate this value? By focusing on the opposite – potentially dangerous situations – and then showing us how Volvo resolves them even before we considered it a problem.

Here are two very creative examples created by the Volvo Truck division of the Volvo Group.

Example #1: A brilliant video demonstrating the precision and directional stability of Volvo Dynamic Steering. Most people will watch this video and be awe-struck with Jean-Claude Van Damme’s epic split between the two moving trucks. However, a few (their target market) will be amazed by the subtle message that these trucks can be driven safely backwards with such incredible ease.

I suspect out of the millions of views that this video has garnered (20+ million in just the first 4 days), a few of the viewers were impressed by the real message: Volvo continues to own the value of safety.

Example #2: Another superb video that demonstrates the strength of Volvo Trucks (they refer to it as “robustness”).  Again, most people will be impressed that the president of the company is willing to put his own neck on the line for this stunt. However, a few (their target market) will be impressed with the subtle message that you can trust the safety of your people – and your business – with a Volvo Truck.

Maybe the best way to define the differentiating value of safety is the statement Claes Nilsson makes in this video: “You don’t need to worry about anything.” In other words, since Volvo has made safety their priority, you don’t need to.

A final thought: when a company is crystal clear on their key differentiating value, it makes it so much easier to produce creative communication that customers want to see and hear.

 

What’s your reaction to these videos?

What one value would you choose to define your competitive advantage?