Launching A Brand At The Super Bowl With “Dreadful” Packaging

I picked this up on the news this week and was interested to hear Ad Age critic Bob Garfield’s take on the Super Bowl ad for American Home Health. Although he loved the ad, he hated the packaging and in most cases the packaging is what will sell the product — or not.

This is a direct quote about the product and packaging. “You can go to great lengths to prevent germs wearing a biohazard suit 24/7 or you can use the new PS line of disinfectants. A solid product intro despite dreadful packaging and logotype.”

With each Super Bowl 30-second time slot costing a record $2.5 million – or $83,333 per second, you would think the company would have all their ducks (not AFLAC) in a row when it comes to product packaging. I remember the American Home Health ad, but I was more focused on the green biohazard suits so I went back and looked at the products.

The message I got from a brief glimpse of the packaging was “industrial strength.” I like the strong color family concept but the colors themselves come across as harsh and the package looks rather mundane, “institutionalized” and definitely not consumer oriented. This might have been the company’s strategy to give the product the industrial strength look equating to a better stronger product. In that case, they got their message across. We will wait to see how the packaging evolves after it has been on the market and in the consumers hands for a while.

Another ad where the package was the supposed star of the show, Pepsi Light, got panned by a media critic too. “The session features a group of men and women moaning and flirting with the can of Pepsi on a pedestal to the tune of “You want it.” No thanks. Brown and bubbly…bad and burpy. Hardly appetizing.” Other media pundits also gave this ad thumbs down.

This sends a bad message to the packaging community, no matter how strongly the product is branded. I watched the commercial and didn’t get the point either.

So, spend some time and think about the perception of your package with a new product launch and analyze the cost of prime time advertising. What will the consumer see in your product? Will the first impression be a good one or a negative one that will have to be overcome at a later date? Does the package invite the consumer to come for a closer look? Remember, the best advertising will fail the test if the consumer doesn’t like the look of the product when they see it for themselves. With the right packaging, you can brand your product positively in the consumer’s eyes. Conversely, with the wrong packaging you can establish a lasting negative impression that can never be overcome.

Winning With An Imperfect Product And Failing With A Perfect Product

I recently read an article about the biggest technological products flop of the decade. Amazingly, products from Apple INC, Microsoft and some great companies were on the list. These products failed despite the huge investment the companies made into them and great launching concepts.

Most of us are aware of products like iPod, iTunes, iPhone and iPad but are you aware that there are products like Newton Message Pad, Portable Macintosh, and Apple Pippin? The first set of products represent ultra successful products that every company would want to own while the second set of products had woeful failures that no company would want to be associated with.

The common denominator among the two sets of products is that Apple incorporated made them all under Steve Job.

I also was privileged to read an article on Bloomberg.com about the iPad. The article was saying something like why the iPad will fail because for one, its name was derogatory to women who used sanitary pads. They even advised Apple to make a name change before launching the product which they referred to as a thin piece of glass on aluminum.

So, why does every great company with great products also have a long list of products that failed and what lesson can we learn from this?

This is key for anyone that wants to succeed in business whether online or offline. If you do not learn this lesson your business will either never take off or the business will be a one year wonder then fizzle out.

The secret behind this action can be found in an advice King Solomon gave during a banquet in his palace. The king was once surrounded by princes from other nations who noticed that Gold and silver, which were very precious in their countries, were treated like ordinary sand in Jerusalem. They asked King Solomon to explain the secret to acquiring so much gold and silver to them.

Solomon told them what every great company has learnt and which everyone that wants to achieve greatness must also learn. The king said “Sow your seeds in the morning and in the evening do not withhold your seeds from the field because you do not know which one will grow or if both of them will produce fruits.

Some of the princes got what he said while others did not. Some of my reader would have gotten the secret but for those who have not; this is what he was saying. If you start a company, never rely on one product even if it looks like it will be your path to prosperity. You must keep on making new products and delivering new services.

Some of your products will do very well while some that seem to have great potentials will fail woefully. The only way to find out the products that will sell and those that will not, is to put them out into the market place.

Never sit down on your desk and conclude that a product will not sell. If you are not sure about a product, do a trial marketing of it for some time and let the market help you decide.

Also do not be ashamed if a product you had so much faith in fails in the market place. As a writer, I have written articles I felt people will love but less than twenty people read it. I have also written articles which I felt reluctant to publish because I felt they did not meet what readers will like, only to have hundreds of people reading it.

My principle now is just to keep writing and posting. I now allow the readers to decide which of my articles are great. This though, does not wipe away my disappointment when people do not like what I think they should like.

So, let us learn from Apple under Steve Jobs. Let us keep making products and services despite the success or failure of our last project. Only our customer will reward us. They might pick none of our products, one product or all our products. You never know which it will be if you stop at one product.

Financing And Refinancing Through Commercial Loans

Business establishments all over the world need a proper channel of cash flow so that they can maintain regularity in growth and diversification. As it is rightly said, finance is fundamental to the growth of an old business and vital for any businessman to put the business planning take into action.

Loans for business purposes are available by pledging commercial properties or by borrowing without supplying any security. In both cases, there are lots of differences like the loan eligibility, the rate of interest offered by the lender, the loan tenure and repayment conditions. A successful business project is very often an organized one. You have to plan it well and supply with right dose of capitalization. If over capitalization of business can result in lower earning per share, the under capitalization can also have its negative effect in the form of unnecessarily high stock prices that are unrealistic.

A successful businessman always takes care of under investments and over investments. More complex financial aspects are taken care of by the financial experts and brilliant business minds. But, arranging for the daily cash flow requirement is relatively low level task that is handed over to the delegates having authority to deal with day to day functioning of the company. Business loans are one of the easiest means to ensure that any shortage in funds is met effectively at lower rates and in a competitive environment.

If you are seeking funds for a new venture, it will be perfect to take care of every possible aspect so that no problem arises later on. The root level problem that people face is the lack of knowledge when they go out and start searching for a commercial loan at low rate [http://www.loans-park.co.uk/commercial-loans.html]. The second obstacle comes when finance is made available to you. It relates to how to generate profits out of it so that interest payments can be justified. Both these things can be answered by a well-planned and well-implemented course of action. There should be a clear-cut plan of what you are going to do with money and how you are going to generate the profits. This should be your biggest and legitimate concern if you are to reach the top of the business world.

Market trends and in-depth knowledge about the business is necessary before take a plunge into it. If you are not confident, it is not advisable to take commercial business loans and risk your capital; business is surely not a fun expedition. On the other hand, there are people who lose valuable opportunities because they think that the cost of capital is too high. The market rates are bound to fluctuate in the market. There is an opportunity to refinance commercial loans if the interest rates fall drastically in the time to come. So, do not waste too much of your precious time and proceed with your plans if you are confident of the business project you are handling.

The author is a business writer specializing in finance and credit products and has written authoritative articles on the finance industry. He has done his masters in Business Administration and is currently assisting ask4loan.co.uk as a finance specialist.