Message refinement falls under the tricky issue of dealing with the chicken and the egg. This week’s reading fall in with the idea that your targeted message needs to be perfectly refined and tested before deployment. Sugary beverages, for one, struck a subtle challenge because no one hadn’t tried to remove them from kids hands before. That’s a tough market to figure out, as most of the competitors had figured out long ago that all it takes to sell them iya have a pitcher full of your sweet, sweet, nectar destroy someone’s wall. ohh yea.
The problem with a lot of campaigns, though, is that its expensive to run a long research program before launching a campaign, especially in the fast paced world we live in today. I feel like it should be used sparingly.
The exceptions do exist, of course, as KFC figured out when therealized that “finger licking good” also translated to “eat your fingers off.”
Pioneers in new markets should indeed worry about the research, but do you think it’s important for everyone to worry about?
Favorite marketing example of poor culture transition?
sorry for any typos, this whole post was written on my iPad.