Boost Mobile, a unit of Sprint best known for its teen positioning ("Where you at?" campaign) is changing its positioning to a value message, according to Tood Wasserman in BrandWeek. Facing strong pricing competition from the likes of Cricket and Tracfone, Boost is reducing its rates from 20 cents to 10 cents a minute. The new pricing is centered around an all-you-can-talk-for-one-dollar plan, which applies to in-network calls. The campaign user a "Dollars a Day Chat Plan," with George Washington as the metaphor figure. It's a definitive shift from lifestyle positioning to price positioning.
Which begs the question: Given the current economic climate, is this the time to put all your brand eggs in the price-value basket? It's tempting to do so, especially when your boss is lookin ...