In this age of skepticism, cleverness for the sake of cleverness will be a liability rather than an asset.
Consumers do not appreciate, cleverness for the sake of cleverness in any of the promotional message. Their reactions to our promotional messages have been:
A. I don’t trust you. Why should I ?
B. I am surprised when something I buy actually performs the way it was advertise to perform.
C. Others make the same claim you do; most of you lying.
ADnaama 