I saw a commercial for a new cell phone provider, Jitterbug. The commercial was not the best quality but the message and positioning in the market was crystal clear. They have decided to offer the only cell phone specifically designed for senior citizens. The design and functionality are simple. Big large buttons and numbers on the screen. If you want to add someone to your address book, call the operator and she will do it for you! Makes total sense. I can see my grandfather actually having one.

Im making no predictions and time will tell but when it comes to the general rules of branding Jitterbug is doing it right. They have done what seems so hard to do, narrowed the focus. By doing that, they own a specific niche in the cell phone industry and our minds. I suppose it all depends on whether there is a market. If so, they own it.

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