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Yes, ultimately, after all those long hours of studying, specializing and practicing, they become a mere ingredient in toothpaste. It is the ultimate answer to those profound questions, “what is the purpose of life?” and “Why am I here?” So if you are a dentist, you have your excuse to hit the pub tonight.
On a serious note, marketing skills aside, this is nothing but a sheer lack of common sense. The proposition, “Professional clean with a dentist like ingredient” is absolute, positive, disgusting drivel. These folks don’t know what a proposition is. Now, it may already be too late to learn, because the buzz around the branding circles suggests that branding needs to evolve from propositions to more engaging platforms. Critics suggest that propositions are far too assertive and that, in these digital WOM (word of mouth) times, they deter people from getting engaged. But, still, we see a lot of propositions. So it is worth explaining.
If I draw an analogy from general human behavior, a proposition is akin to why you would flirt with another, while you are already committed. Why? You already have a spouse, or what you use now, but you still think it is worth a try when she/he mesmerizes you, however fleetingly. Thankfully, switching a brand won’t cost you as much as it does to split up your home and kids.
Here are some good propositions. “Power to you – Vodafone”, “Let your fingers do the walking – Yellow Pages”, “All the news that’s fit to print - The New York Times”.
This brand of toothpaste believes that their ‘dentist like ingredient’ will make consumers switch from their regular brand of toothpaste.
The question is, will you?
SilentDog
Yes, ultimately, after all those long hours of studying, specializing and practicing, they become a mere ingredient in toothpaste. It is the ultimate answer to those profound questions, “what is the purpose of life?” and “Why am I here?” So if you are a dentist, you have your excuse to hit the pub tonight.
On a serious note, marketing skills aside, this is nothing but a sheer lack of common sense. The proposition, “Professional clean with a dentist like ingredient” is absolute, positive, disgusting drivel. These folks don’t know what a proposition is. Now, it may already be too late to learn, because the buzz around the branding circles suggests that branding needs to evolve from propositions to more engaging platforms. Critics suggest that propositions are far too assertive and that, in these digital WOM (word of mouth) times, they deter people from getting engaged. But, still, we see a lot of propositions. So it is worth explaining.
If I draw an analogy from general human behavior, a proposition is akin to why you would flirt with another, while you are already committed. Why? You already have a spouse, or what you use now, but you still think it is worth a try when she/he mesmerizes you, however fleetingly. Thankfully, switching a brand won’t cost you as much as it does to split up your home and kids.
Here are some good propositions. “Power to you – Vodafone”, “Let your fingers do the walking – Yellow Pages”, “All the news that’s fit to print - The New York Times”.
This brand of toothpaste believes that their ‘dentist like ingredient’ will make consumers switch from their regular brand of toothpaste.
The question is, will you?
SilentDog
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