i2 or Me Too

Now that the i2/JDA merger is back on it reminded me of the “glory days” of i2 and their thought leadership and visionary marketing. In fact a year ago when they were first going to merge I wrote a story on how i2 was a great marketing company.

Now I look at their web site and it seems so boring. No differentiation. Let’s take a look at their primary message on their home page:

As a full-service supply chain company, we help clients in the manufacturing, transportation, and retail sectors achieve world-class business results

How many software companies can fit into that category? When coming up with such a positioning statement (see my earlier post on positioning) you really need to capture what you do, the value you provide, and your differentiation. When I say the value you provide “achieving world-class business results” is a little too vague.

Hmm…maybe the positioning is not on the home page. Are there nuggets elsewhere? Here is another statement that appears in a few places:

For more than 20 years, i2 software and services have helped companies optimize key business processes for maximum profitability

Got it. i2 is now me too. Luckily there are some new players who have taken the lead in excellent marketing, positioning, and messaging. I will look at the better examples over the next few weeks. What are your best examples?