The only real question is how to differentiate what you're selling from what everybody else is selling. He had their rapt attention. Advertising directors, media consultants, and campaign managers have wasted billions of dollars and thousands of hours of their valuable time trying to figure out a product's distinguishing characteristic. Even more time and money have been squandered inventing meaningless differences, and then actually building them into the product itself, in the hope that a trivial distinction would trigger waves of decisiveness in the minds of the public. At Message Concepts, we find that approach futile at best and pitiful at worst.
Product design is the last refuge of the unimaginative.
There's no need to change the product. All you need to change is what you claim the product does. The public has enough on its mind already without you adding to it. It doesn't need advertising that instructs it to want new things, it needs to be told how to get what it already wants. It doesn't want new ideas, it wants the ideas it already has figured out.