But consumers could not relate to this claim. Consumers believe that if a piece of clothing smells unpleasant, it's too dirty to wear, and they had no familiarity with getting clothing clean in the dryer. Finally, some innovative ideas are fine in particular markets, but won't work in others. Baker's Select Bread Mix, a yeast product, has been quite successful in the United Kingdom, where some people still make bread from scratch. Baker's Select did not hit the right note with American consumers.
People like to leave a musical humming the tune.
If your new product does not strike a Chord of Familiarity with them, it will flop on the Great Fluorescent Way, otherwise known as the supermarket. Lessons I've learned from smokeless cigarettes, microwavable ice cream, and 80,000 other new product innovations, idiosyncrasies, and idiocies, by Robert McMath and Thom Forbes. Copyright copyright 1998 by Robert M. McMath, all rights reserved under International and Pan-American Copyright Conventions. Published in the United States by Times Books, a division of Random House, Inc., New York.