I got caught up in a thread the other day with an insight company (WPP Group's 'Added Value' - "with 21 locations worldwide") hired by the Ford Motor Company whose findings indicated that images of crumpled Ford F-150 pickups in ads caused consumers emotional "anxiety." NO SHIT! So do images of jerks with green teeth and Appalachian accents kicking little dogs, hillbilly's having anal sex, children being abused and corporate chefs cooking up processed concoctions sold in the shelf stable portions of grocery stores. You actually have to pay someone to know this shit?! THIS is not "INSIGHT." It is 'trivial pursuit' by an industry whose leading executives confirm that despite solid balance sheets and healthy bottom lines they don't know where their growth will come from. No wonder FORD, CHRYSLER and GM hemmorage money and squander opportunities to bolster consumer perception while the ad industry comes under such heavy fire.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?