We see it all the time. A company rolls out a new package design, new logo, completely different marketing message. All of that is fine IF you've got deep pockets and you've identified a missing brand message. However, if you are like most small to mid-size companies and you have not invested the time and talent to discover your market niche you might be tempted to "try" different messages to see "what sticks". Big mistake. Here is what happens when your advertising message isn't clear:
So, what do you do to make sure you're on right track? Invest in some market research, learn (in advance) what consumers are wanting/needing and then craft a simple, straight-forward message that isn't confusing but hits the mark. Then...repeat...often.