Wednesday, May 30, 2012

Just "new" it

Just new it
Please don't change it. Just "new" it.
Everybody hates change (Facebook's user interface updates, Google's social search, McDonalds' new fry oil, Star Wars special edition) but everyone loves something "new" (Apple's new iPad, Wendy's fries with sea salt, Nolan's The Dark Knight). It's the key to product updates.

But, honestly, there isn't any difference between a new product and a changed product. It's all in the packaging. Not the physical packaging, but the marketing.

The way a product is branded by marketing will inevitably create the consumer perception of the product's update. If marketing can create a "new" perception of the product, like the always brilliant product marketers at Apple did with the iPad 3, consumers will buy in. It's much more difficult to sell a product that's just "changed."

Just think about it. What are some other "new" products that were well-received by consumers, and some poorly-received product changes? Add them in the comments below or Tweet them at me @RyanPratt.

1 comment:

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