This Bottle Grafitti
Originally uploaded by Alexandra Mitchell
I’ve been reading quite a bit recently about differentiation, and about how the best way to market is to find a single thing that makes your product remarkable.
This bit of graffiti made me think – because Innocent have actually made this work for them very well – people aren’t going to automatically buy your product because it has something remarkable about it. They’re going to think about your product. They’re going to judge your product on that single thing that you think is so important. Have you thought through everything about that? Are you happy with dealing with all those implications?
I want to see more marketing to smart people, more marketing that works through everything it says before the consumer sees an advert or a product.
3 responses so far ↓
1 Infovore » links for 2008-06-14 // Jun 15, 2008 at 12:30 am
[…] This Bottle | A Better Course “people… are going to judge your product on that single thing that you think is so important… Have you thought through everything about that? Are you happy with dealing with all those implications?” (tags: marketing branding copywriting hackability media advertising) […]
2 John // Jun 23, 2008 at 10:20 am
Saw your name on Matt J’s twitetr and clciked through to here. Coincidentally I blogged about This Water on June 17 on a slightly different tack. Namely that Innocent sold them a while ago and I wondered if people relaised.
3 Alexandra Mitchell // Jun 23, 2008 at 12:00 pm
I clearly didn’t! That’s really interesting, and as you say it looks like a wholesale lift of Innocent’s copy style (not necessarily for the better).