“New” is not a strategy.

“New” is not a strategy.

“New” was never a strategy.

At best, it’s a tactic.

And not a very exciting or original one.

It’s about as short term as you can get.

Because once you’ve said “New”, it’s suddenly old.

And perhaps even worse, if everyone else is using the same approach,

you just look like everyone else.

“Introducing the new (insert product name here).”

Not exactly product or brand differentiation.

So why do so many brands rely on “New”?

Is it the only thing they have to say?

Do they think it will attract “New” customers?

Not if everyone is using the same approach.

Here is what I would suggest…

Put a percentage of your budget into new product announcements.

Say 20%.

And put the rest into promoting why your product, your brand, is better.

Then when you say “New” it will mean something.

That is starting to sound like the beginnings of a “New” strategy.

– Anon.