Today’s world is a world full of choices; when you go to the store, you are faced with row after row of products. This array can lead to confusion, indecision, and ultimately disappointment. Products may have unique features or superior design, but not articulate what is special about their product in a way that is actually clear to the consumer.
The bottom line: the best product in the world will still lose at the point of purchase if it cannot communicate clearly to the target consumer.
To learn more about how to create brand messaging that resonates with consumers, read Chris Rockwell’s article for Brand Packaging Magazine here.