Smith and Wesson

« Smith and Wesson is an American company founded in 1852 by Horace Smith and Daniel Wesson.

It has a solid reputation in firearms manufacturing.

It is a reference in the American market for category B revolvers and pistols.

Their weapons are designed for maximum durability and reliability.

But its success is due not only to the quality of its guns, but also to its advertising.

Their logo consists of a W and an S, representing the brand name, and two stars.

The logo is simple and recognizable, symbolizing the brand's reputation for quality, confidence and safety.

The stars also reflect the brand's prestige.

Since its inception, Smith & Wesson has had several slogans, but has been slow to use them.

Indeed, its first slogan, Smith & Wesson: A World Leader in Handguns, was designed to promote the brand's leadership position in handguns.

With this slogan, the brand asserts its authority, which reinforces consumer confidence.

She also had Smith & Wesson: A world of innovation and : Smith & Wesson.

A tradition of excellence.

These slogans served not only to boost the brand's image, but also to accentuate its presence in the minds of consumers.

But this was not the most conclusive means.

Rather, the ads were.

Let's start with this advertisement from 1898. The ad shows a revolver piercing a bank bill, demonstrating the weapon's precision. It also explains that the weapon is worth the price it costs, which we can guess is high.

This advert, designed to show the customer that paying a high price for a precise weapon is worth it, is a typical example of the manipulation mentioned earlier.

What's the point of a gun if it's not accurate? This advert is addressed to firearms consumers, but above all to the naive.

The brand continues to advertise, as can be seen in this one, published in 1912, explaining that to be safe without the presence of a policeman, a Smith & Wesson is necessary, because it's a revolver that's well-built, works smoothly and is.... »