Don’t tell them how good you are. Tell them what you’re good for.

Years ago, I was working on Cadbury Favourites. They were coming off their hugely successful What to bring when you’re told not to bring a thing campaign. The strategic challenge was; do we double down on the BBQs moment, or do we move onto a different one? In hindsight, with the benefit of marketing science, the answer is obvious. It s classic Category Entry Point theory. And we don t spend…