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So we will remind people Pepsi is a superior-tasting soft drink, that there's a real product benefit".
Now, imagine if your social media hire was instead a trained, talented advertising copywriter or art director – or both, as a team that created brilliant little ads every day that sold the hell out of a deal or a product benefit or, you know, just memorably presented your brand to the world?
Whether it is by creating a new image, a new package, a new product benefit -- or a mix of all of the above -- long-established brand names are finding it necessary to update their acts in a bid to keep up with the rapid changes in American society and the economy.
The practice of tying a brand to a product benefit or quality even has a moniker, "nameonics," associated with a New York adman, James J. Jordan Jr., whose agencies came up with lines like "Zestfully clean" for Zest soap, "Renuzit doozit" for Renuzit air freshener and "Aetna, I'm glad I met ya" for Aetna insurance.
"Teams with funding and product benefit hugely from TechStars," he added.
For example, a 1930 ad for Morton's Salt emphasizes the product benefit of not sticking in humid weather.
Similar(50)
It isn't just about product benefits.
First, it's getting tougher to talk about product benefits.
-What audience might the advertiser be trying to target in using this athlete and why? -How do you think the company or product benefits from the celebrity relationship?
ThermaSilk fits in with the trend in the industry toward premium brands with product benefits beyond smelling nice, said Wendy Nicholson, a personal care analyst with Salomon Smith Barney in New York.
"No one is using the basic, just-smell-good stuff anymore; consumers are willing to pay more for perceived product benefits".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com