We’ve all been there, standing in the store, staring at a row of phones or drills or ovens or tubes of toothpaste, trying to decide which one to buy. So many choices. So many features. So many similarities. It’s confusing, overwhelming and it doesn’t always end well—for consumers or for brands.
Products can be designed to create consumer engagement and involvement. This is an investment that satisfies consumers, creates loyalty and commands a premium. But brands today don’t often articulate unique claims in ways that are clear to the consumer, even when they have technologies that allow better messaging. So the question becomes: How can brands resonate with consumers to rise above the din?