New Insights

Nobody Reads A Concept: Packaging Must Sell Your Idea!

Ever wonder why so many new products fail after so much effort getting the concept exactly right, and pairing it with a great product?  While some failures can be traced to missed consumer concerns or business plan flaws, many simply result from poor marketing execution, such as failing to effectively communicate the concept.  It does not matter how good a concept is if the consumer never gets it; nobody reads a concept before making a purchase decision!  ..

Anatomy of an Effective Marketing Message: 3 Key Concept Components to Capture the Minds or Hearts of Your Customers

Here’s a novel business plan. Develop a great product or service. Leverage technology, lower costs, and offer great value. Then, just when you have something that customers relish, do what many good businesses do: describe it in a way that sounds like everything else, or even worse… don’t offer a message at all. Sound crazy? Well, many of the businesses we see miss one or more of the 3 key elements that make a marketing message effective. ..


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