Public Storage and Irrelevance

Public Storage and Irrelevance

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If a little Scotsman with his pet badger is needed, the ad is in trouble.  The Scotsman has nothing to do with what Public Storage would like people to do or the reward Public Storage offers for doing it.

The ad is a chance to redefine what it means to use Public Storage.  If Public Storage thinks strategically and creatively, they could do a lot better than the Scotsman.  Maybe Public Storage is where your valued stuff goes for vacation.  When you put your stuff in Public Storage you are not sending it into exile, you’re giving your valued stuff a well-deserved break.

In any case, Public Storage needs to build an association between itself and the reward of using Public Storage.  This ad doesn’t do it.

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