Stickiness factor of a product starts from its own DNA, which is the quality offering. Then comes the differentiation which is introduced by innovation. Storytelling is often used to engage consumer. A case study of Blue Band, Walls and many others.
10. The heart of every product
is its own DNA.
It can NOT be created
through fad and trend.
The campaign should be
created as an opportunity for
product trial.
17. Consumer has so much
choices it become confusing.
Differentiation can be
introduced through innovation.
And it can be used to
defy its own category.