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Archive for October, 2010

Key to New Product Success: Avoid “Death by Brand Advertising”

October 1, 2010 3 comments

Brand Advertising is Often the Wrong Choice for New Products

When you have a new product, the first order of business is getting consumers to love the product – love it so much they buy it.

Unfortunately, the ad/creative business is obsessed with brand advertising. And, sadly, choosing brand advertising for new products is a leading cause of Shelf Potato-dom. (With the term “brand advertising”, I refer to advertising that spends the bulk of time and energy building brand connections – often by saying either “this brand understand you” or “our brand’s cool will rub off on you if you buy our products”.) Read more…

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