on the value of specificity
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I've been waffling on about sneaking in 'in-jokes' to FMCG ads for sometime now. Heisenberg principle in toothpaste ads? Yes please ;)
Posted by: Charles | December 13, 2007 at 04:23 AM
I like this point. Many brands would do well to act on it. Take perfumes. In such a fragmented market, any perfume brand would surely be delighted with a 1% share. But do any of them do anything that would capture a 1% fan-base and not really appeal to the 99%? No. They all do mass pap.
Posted by: Scamp | December 19, 2007 at 08:46 PM