Pierce Mattie Public Relations New York & Los Angeles

Last week I read a story in The Wall Street Journal about Stihl, maker of chain saws and yard tools, advertising that they are not sold at Lowe’s or The Home Depot as a way of demonstrating they are a premium brand not sold through mass retailers.

While I understand the goal of the ads, I can’t help but be struck by the negativity the ad creates. By saying where the product is not sold, the consumer is left wondering if the product is not good enough to be sold at either of those mass retailers. After all, consumer perceptions are that you can get great products at great prices at Lowe’s and Home Depot as they are trusted retailers and brands unto themselves. There are more questions raised by the ad in a consumer’s mind than answered.

I understand that Stihl wants to tell consumers that their brand is premium, but I’m not convinced this tactic does that. It tells consumers that maybe the product is not a bargain or a mass retailed product, but not that it is premium. To properly convey premium, the product must be associated with other products, things, services or people that consumers identify as premium, luxury or high end. After all, you don’t see other premium brands out there saying “Not sold at Wal-Mart, K-Mart or Payless.”