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Creative Samba
Change the promise, not the product

Change the promise, not the product

Miguel Ferreira's avatar
Miguel Ferreira
Jul 16, 2021
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Creative Samba
Creative Samba
Change the promise, not the product
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"We have to change something". That's what our brains tell us when sales are flat or when a brand needs to change reputation.

The real question is change what?

Most times, the best thing to do is to just change your brand promise, not the product.

For decades, US burger chain Carl's Jr. ran slightly old-fashioned commercials.

These commercials usually feat…

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