Customers want to make informed purchase decisions and spend their money wisely. Big brand names and special offers may be seductive, but they don’t always lead to the right product for the individual’s needs.
In a crowded store with brands competing against one another to be heard, how can a product sell its specs and speak for itself? Does your product rely on gimmicks and slogans, or does it do what it says on the tin?
Originally presented by Colin Gentry, Innovation Researcher for GDR Creative intelligence at the POPAI Winter Seminar on 4th December 2014 in London.
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