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Boost changes logo, targets general audienceBoot Mobile had a good thing going for it. It targeted a real and viable audience: The youth market. And to an extent, they did a good job at it. I can find a number of things to grill them on, but they do provide a quality service at a not-so-terrible rate. Plus, they were focused. I’ve often heard that it’s better to market to a specific group than it is to market to “everyone.” Well, Boost hasn’t changed their focus from “some people” to “everyone,” but they’ve certainly changed to “a lot more some people.” The company has changed their logo — and their website, to an extent — to reflect their desire to target a broader prepaid audience.

That’s the new logo. It’s a lot more slick than the old one. And there’s not any “Where you at?” text scrawled in digitized script. The website looks rather unoffensive, which will work if they’re going for an older audience.

For reference, this is the old logo:

I’m not sure the sterile nature of the site is going to go over so well with their existing customers. Sure, the majority isn’t likely to care. But there are people out there who make their purchasing decisions based on how they relate to the company. And how they relate to the company is based on the image that said company conveys. Boost, right now, conveys a neutral image, and I’m not sure that’s going to help them.

Think about it. If they alienate some of their potential youth customer base, then they’re only replacing them with people in their “mid-30s.” They’re not really gaining anything new, just gaining something different.

I dunno, maybe Boost actually sees this as an opportunity to target a group that is less fickle than teenagers and 20-somethings. Once again, I’m still not sure that’s a sound strategy. Once your target audience becomes “everyone,” well, not many good things come of that. But I’m a writer, not a marketer, so I’ll step down from the soap box now.

Posted By : Joe
Posted at : February 21st, 2008 - 8:43 am
Filed under : Boost Mobile