Mythbuster: Pointless product development

This article argues that brands should refrain from new product development for the sake of having something 'new' to talk about, and instead build better emotional connections with consumers.

Mythbuster: Pointless product development

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like pointless new product development

Have you tried to buy mouthwash recently? We have, and it's a daunting task. The brand leader alone comes in 15 different variants, all available in a number of different sizes. Faced with such a baffling array of choices, the natural response is either to pick one at random or to move on to a less troublesome purchase. But other categories are equally confusing. Try...

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