The Shelf Potato

Brand Advertising is Often the Wrong Choice for New Products

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…