Why Feature-Selling Fails
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of us we could not remember the name of the movie, which was not surprising since we saw the movie when it was released in 1971. All evening we tried to remember what it was called but we finally gave up. My wife decided to go to bed, when all of a sudden I heard her yelling at the top of her lungs, “The Omega Man, The Omega Man!” This revelation came when she removed her watch – not an Omega. The only reference she had to an Omega watch was one that I had not worn in years, but had worn when we were married. Her brain put ‘watch + husband + brand association + movie storyline’ together and she was able to come up with the correct movie title – the mind works in mysterious ways, ways that can be harnessed by clever, creative, story-based marketing.
Drawing Upon Familiar Examples
People may not remember all the bells and whistles your product or
