When New and Improved Isn’t

We see it all the time in advertising and on packaging, “New and Improved.” Sometimes true, other times, the label should read, “Better for the Company.”

Being agile and flexible in today’s business environment is a necessity, not an option.  That’s a given.  However, sometimes we need to redefine the terms on which we do business.  Hey, let’s be honest, the reason for any business enterprise is to be profitable.  It doesn’t have to be wildly profitable, but if a business doesn’t make a profit, one thing is for sure, they won’t be a business for long.

Too often businesses redefine the terms which they do business, and repackage them as being something new and better.  My favorite example of this is a major detergent manufacturer who brand their products as new and improved.  The changes they made were really simple.  The cost of production had increased, so they lowered the weight of the product sold to keep the price at the same level as before.  They actually had the testicular fortitude to put “Easier to carry!” on the box.  I happened to have a box of “old and unimproved” sitting on my washing machine and compared the two.

Sometimes, honesty is really the best policy.  In the case I outlined here, I’m thinking they would have been better off to just keep their marketing department silenced until they really made a positive change for the customer. I chose to try a different brand the next time I needed detergent.  I would rather pay a little more and deal with an honest business.


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