A Usability test of Bangladesh
Railway Ticket Booking
Summary
he’s salty. Seasoned. Wears those wraparound shades that are popular with outfielders — or The Terminator. And she wields a weapon you might not have heard of but won’t soon forget.
Meet Grandma Jack. At 95 — with her “thermoformed, edge wall-injected,” 7.6-ounce, 16-millimeter, T-700 raw carbon-fiber paddle named “The Filth" — she will kick your a** all over the pickleball court, from sideline to sideline, from the baseline to the kitchen line. Her drives? Drops? Dinks? Deadly. You’ve been warned.
Grandma ain't no gimmick
It’s easy to watch Grandma Jack and say, "Yeah, she’s funny, but it's just marketing." OK. Fair. But forget fair. Here's what's true: great marketing isn't possible without a robust brand. This is not a chicken-or-egg argument. You can get as creative as you want with advertising and marketing, but if the brand is empty, well, you'll lay an egg. Womp, womp, womp. The reason Grandma Jack works isn't because she's funny — it's because she's symbolic. What do we mean by that?
Tip for tech brands:
- Jettison the jargon:
While words and phrases like “seamless integration” and “omnichannel engagement” and “increased efficiency” have a place in product descriptions, they are table-stakes capabilities and benefits that are hard to build a brand around. Please don’t put them in your hero headline. Instead, focus on the emotional and experiential payoffs customers receive from your brand.
- No. 1 gets overdone
Whether a sporting goods supplier or a meeting productivity SaaS technology, how many times have you seen a company trying to brand itself as The Brand That The Best Players Choose? Too many. Yawn. It's OK to appeal to The Best. It's not the best strategy to refer to yourself as "the industry leader." Why? Because very few brands can actually, authentically claim that title.
- Tip for tech brands:
And at least they've thought ahead enough to realize how the best-est and the boldest can coexist within the brand, and open new possibilities to grow, authentically. Joola's signing of McGuffin is noteworthy because it illustrates a brand that continues to evolve, in a way that's true to itself.
Grandma ain't no gimmick
It’s easy to watch Grandma Jack and say, "Yeah, she’s funny, but it's just marketing." OK. Fair. But forget fair. Here's what's true: great marketing isn't possible without a robust brand. This is not a chicken-or-egg argument. You can get as creative as you want with advertising and marketing, but if the brand is empty, well, you'll lay an egg. Womp, womp, womp. The reason Grandma Jack works isn't because she's funny — it's because she's symbolic. What do we mean by that?
It’s easy to watch Grandma Jack and say, "Yeah, she’s funny, but it's just marketing." OK. Fair. But forget fair. Here's what's true: great marketing isn't possible without a robust brand.
Tip for tech brands:
- The top spot is tenuous:
If you find yourself positioning your brand as “the largest” or “the best,” go back to the drawing board. Size isn’t permanent. Neither is status. And both beg questions of trust, factual accuracy, and proof. Instead, follow the old rule of “show, not tell” — and provide proof points that not only explain why you’re the best, but why you’re the best for your target audience. Get specific, not nebulous.
