Maybe its just me, but it seems as though true product innovation has been temporarily replaced with a dusting off and dressing up of old or previously shelved products. This shifts a more onerous responsibility to the marketing effort. Research is key in this instance. You must determine if a market exists for the product and what unique spot you can carve out and dominant. The product must fill a unique AND desired need.

Next, the creative must work that much harder to attract attention and inspire further action. Lastly, the information must be conveyed in a means that is relevant to the audience. Trust that a fresh perspective, true creative and new media venues may be just what the doctor ordered for an ‘old’ product.