Functionality Just Doesn’t Cut It
With the over-proliferation of new products and brands in the marketplace, layering a functional benefit with an emotional benefit can give you a leg up on the competition. While consumers are looking for more than just functional benefits, the product promise still needs to be believable. Additional emotional benefits help consumers decide which products to purchase -- I know Pledge is going to help me keep my house dust free but what makes it better than the product next to it?
Bath and Body products have been doing this for some time now, but it is leaking in to other categories including home care with products like Pledge, air freshening such as the new Glade fragrances like White Tea & Lily -- Tranquility and Harmony as well a fabric care with products like Downy Simple Pleasures.
What additional layers can you add to your products?
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Great article! I’ll have to do a cross post on this one
Waiting for new records
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