Want New Products That Get Noticed? Change the Process
Người viết: Webmaster
01/10/2007
"Results From a New Survey Show Marketers Are Reluctant to Financially Invest in True Innovation". The media are always looking for new "darlings," and every now and then a sensational new product emerges, whipping them into a frenetic state. Swiffer, the iPod, TiVo, Crest Whitestrips, Red Bull -- all are products that had the industry gushing about their features and benefits. Part of what drives these stories is the fact that there are so few wildly successful new products...
Michael Vick Arrested for Dog Fighting! Lindsey Lohan Sent to Rehab -- Again! Britney Spears Bombs at the VMA's! These headlines live on TMZ, but the mainstream news media are devoting significant airtime to the latest celebrity scandals too. Without a doubt, Americans are more celeb-obsessed than ever. The media attention surrounding Britney Spears' latest public meltdown while performing on MTV's Video Music Awards
We've all heard the old adage: It's tough to say no. And, it seems we are always trying to conjure up the best ways to say no. Remember these situations? Trying desperately to say no to clients who oftentimes have unreasonable requests. Or, trying to say no to not-for-profit organizations who want more of your time and your money than you can afford. And even worse, reiterating the word no to that pesky reporter who wants the latest scoop about a competitive review.
Never a dull moment in marketing… Just when it seems that marketers have recognized that consumer purchases needed to become more weighted towards emotional attributes over functional benefits, it is becoming increasingly apparent that a changing social climate is now demanding brands be assessed by their integrity and genuine commitment to communicating honestly about who they are, what they do, and what they represent.
"Results From a New Survey Show Marketers Are Reluctant to Financially Invest in True Innovation". The media are always looking for new "darlings," and every now and then a sensational new product emerges, whipping them into a frenetic state. Swiffer, the iPod, TiVo, Crest Whitestrips, Red Bull -- all are products that had the industry gushing about their features and benefits. Part of what drives these stories is the fact that there are so few wildly successful new products...
Michael Vick Arrested for Dog Fighting! Lindsey Lohan Sent to Rehab -- Again! Britney Spears Bombs at the VMA's! These headlines live on TMZ, but the mainstream news media are devoting significant airtime to the latest celebrity scandals too. Without a doubt, Americans are more celeb-obsessed than ever. The media attention surrounding Britney Spears' latest public meltdown while performing on MTV's Video Music Awards
We've all heard the old adage: It's tough to say no. And, it seems we are always trying to conjure up the best ways to say no. Remember these situations? Trying desperately to say no to clients who oftentimes have unreasonable requests. Or, trying to say no to not-for-profit organizations who want more of your time and your money than you can afford. And even worse, reiterating the word no to that pesky reporter who wants the latest scoop about a competitive review.
Never a dull moment in marketing… Just when it seems that marketers have recognized that consumer purchases needed to become more weighted towards emotional attributes over functional benefits, it is becoming increasingly apparent that a changing social climate is now demanding brands be assessed by their integrity and genuine commitment to communicating honestly about who they are, what they do, and what they represent.
