Magazine: Short-term product advertisements replace brand building messages

Al Reis, owner-managing director of Atlanta-based strategic marketing agency Reis&Reis wrote on AdAge’s website that these days big manufacturers are only riding the waves of product images they established with many years of work and only advertise certain short-life products. This trend is visible in the food sector as well and in many cases old and new products lie next to each other on the shelves. However logical this strategy may seem, consumers may get confused if they see the ordinary and the ’25 percent less salt’ versions of a product together and might turn away from both or even from the brand.