Branding consultant Andris Pone, chief namer at Andris and Associates Brand Naming in Toronto, said the therapeutic skin moisturizer’s success hinges on the story of its creation and consumer testimonials.
“In a world where there are so many messages competing for a piece of consumers’ minds, it is remarkable stories that break through. They need to have a laser-like focus on their story. That is what got them this far. Word of mouth is a lot more effective than advertising is anyway. Studies show people trust family members’ suggestions overwhelmingly over anything else.”
November 28, 2011