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Why versus What: The Power of Reposition

February 22nd, 2013 by cmiceli763

I recently watched a video for my advertising principles class, exploring the values of “why” and “what.” Yes- this could mean anything, and in the video it was regarding advertising and branding. The speaker set out to explain the value of a company saying “why” the consumers should believe in them, versus “what” they had to believe in. Kind of confusing, I know… but then I got to thinking. A company must connect with the consumers on a deeper level than “here’s my product, it’s great, buy it.” When have you ever bought a product because of its technological advancements...? You buy a product because the company positions it as something you need: “if you’re looking for (great quality), you need this product.” How does this relate to the career center? If this method works SO well with companies and products, then there’s a good chance it’s going to work just as well with applicants and job searches. Hear me out…