- A new appearance may drive a second look and/or convey an updated personality, but it is usually not enough to convince competitive users to switch brands.
- A new feature or benefit may be compelling, but it fails to convert new buyers, because so few shoppers even see it upon their first glance at the packaging.
>Finding a Compelling Message
- Content (identifying a compelling claim or message)
- Presentation (ensuring that this content is consistently seen)