Razor Branding Blog
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen. - Bill Bernbach
As Bill Bernbach identified back in the 60’s when branding first came to be, advertising can’t be about the features of a product becuase that isn’t motivating to the consumer. The motivator for a consumer isn’t what the product can do, all of the products in a space tend to do the same things. The real point for consumers is how the product makes them feel. As Bernbach said it’s about having the consumer feel it in their gut.
What are you saying about your products? Does it sound like what your competitors say? Have you fallen in the trap of following your competitors? You have to find a way to change the conversation and develop an emotional connection between your product and the consumer.
Change the conversation today. Make a change your consumers can feel.
Great quote. Feeling it in your gut is creating an emotional connection to the product as I appreciate it. Sometimes the product, in my case an entire area, is so multifaceted that it is difficult to hone in on one thing that will create an emotional response. How do you prioritize?