Us Brits love a bit of tongue in cheek humour but any business which goes down that route in its marketing is playing a risky game.
One such company is electronics retailer Dixons. Anyone in London will have spotted posters recently all over the Tube which take a pot shot at Dixons' rivals. Encouraging customers to browse for a product in competitor stores, they are then told to buy it at the Dixons website. The campaign concludes with the slogan: "Dixons.co.uk - The last place you want to go".
I for one think the campaign is a clever one and was impressed when I first saw it. However, remove the context of the story and just display the slogan and I have a somewhat different reaction.
The blog post continues here.
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