Want a sure-fire way to kill any future line extension of a successful brand? Tack the name “Essentials” on to the end of the name. Can you think of any successful product with that name? Everything we’ve tracked has gone down in flames once that word (Essentials) appears on the package. Apparently consumers don’t like to be told what is and isn’t essential for their well-being.
CLICHE
Is there any cliche in the CPG Consulting industry that is more overused than the “Collaborative Handshake.” Its very use should be enough to serve warning to potential clients: “Buyer Beware…warmed-over, unimaginative insights found here!”