Between a recent morning commute and my daily reading of trade publications it occurred to me that a new wave of B2B brand positioning/sloganeering is going on.

It wasn’t that long ago that everybody wanted to be a “solutions” company. Now it seems, thanks in part to Larry the Cable Guy’s ubiquitous “Git R Done” that “solutions” are out and “action” is in. During my drive I heard two B2B marketers’ radio commercials use a variation of Larry’s catch phrase. A construction equipment rental company is using “Consider it Done”, and a construction supply distributor is using “For Those That Get it Done”. Later that day I saw a print ad for a manufacturer in the same market space using “We make it happen”. I hope that Larry is getting some residuals.

I’ve always believed that brand positioning is about creating a difference. I see and hear different words from these three marketers but not a distinctive brand promise. I wonder what the audience hears, sees or recalls about them?