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Why Consumers Rebel Against Slogans
Laran, Juliano; Dalton, Amy N.; Andrade, Eduardo B.Article HBS-F1111C-EMarketingWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts to persuade. Marketers should be aware of this backlash and avoid messages that can be seen, even subconsciously, as manipulative.Starting at €8.20
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And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. EllenArticle HBS-R0310A-EMarketingBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new int...Starting at €8.20
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And Now, a Word from Our Sponsor (HBR Case Study and Commentary) (Spanish version)
Gamgort, Bob; Nelson, Michelle R.; Thompson, Mozelle W.; Sheehan, Mike; Peebles, M. EllenArticle HBS-R0310AMarketingBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. VP Laura Goldenberg knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new int...Starting at €8.20