Doug's TwitterJust watched Crystal Pepsi Ad – it’s been a long time since we worked on it.
It was supposed to be the “more refreshing cola – because of no sticky caramel aftertaste” somehow from concept to execution it didn’t quite make it.
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Customers have little time to compare, contrast, and consider your product or service offerings. The never-ending flood of voice mail, email, and junk mail has caused customers to develop a protective barrier against new marketing messages.
To break through the barrier, you need to be OVERT about the customer benefit you offer. The classic mistake that managers make is to communicate [...]
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This past week I was in PEI Canada – working with companies. Given the beauty of the surroundings and given that my wife was with me with no teenagers – I stopped Twittering, Blogging and Facebook Posting.
From this I learned that instant feedback from the web had caused me to change the “voice” of my writing. [...]
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With the the cloud of negativity that hangs over today’s business people – it’s easy to simply give up when you meet objections or a no. Sales people drive by customers – shooting off their sales pitches looking for instant reaction. If they miss. They drive on to the next, and the next, and the [...]
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Uniqueness sets off a chain reaction of benefits. When your offering is unique, it’s easier to get distribution and awareness. Your trade customers have a real reason to stock products that are genuinely new, as opposed to simply another variation of the same old stuff.
When you’re really new and different, it’s easier to make [...]
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A monumental study involving 239 new products and 3,500 consumers tracked over 52 weeks identified three distinct strategies for achieving success in generating trial of new initiatives. As the leader of your organization, you need to make a commitment to one and focus your organization’s energy.
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It’s amazing the difference three years has made in my perspective on innovation. In our day to day work – we often don’t realize how far our thinking has changed. Yesterday I spoke to the same group of manufacturers in Hartford Connecticut -that I spoke to three years ago. In the discussions afterwards I learned how far [...]
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Research indicates Customers First Instinct reactions to new products or new ideas are not totally predictive of final behaviour I conducted a research study asking customers how likely they were to purchase various new products in the next 6 months.
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