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18. Say It In A New Way
If you’re marketing a certain product you are probably trying to promote a message that is very similar to every other product in your market, so endeavor to construct and promote that message in a new way.
This example for Extra Gum uses the age-old message of chewing gum being good for your teeth, but it presents it in a clever, new way. By using specific shadows, alignment and composition, Extra manages to make that same claim but in a clever and new way – by presenting the gum as a toothbrush substitute.
If you’re trying to promote an idea that has been ‘done’ before, don’t simply follow in the footsteps of other brands, consider a new way of presenting the message, find relationships and forge a new path.
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