The old-school marketing approach of defining your niche and then trumpeting your uniquely tailored features and satisfying benefits has been a bread and butter strategy since Clark Stanley first registered Snake Oil Liniment.
Over time, advertising agencies have become impressively sophisticated in highlighting those features and benefits. We’ve learnt to fight the 15 signs of ageing (with Photoshop) and we all know there’s 11 herbs and spices in the Colonel’s special recipe. Marketers have relied on reach and repetition, often with a dash of humour or envy, to convince customers that of Coke is indeed ‘it’ (or was it ‘real’?).
We’ve bought into the promise of becoming better, faster and stronger, and we’ve told ourselves we’ve come to rational decisions based on those convincing features and benefits.
But is that what’s really happening? Read More