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Feel-me advertising

Have you noticed the increasing number of TV ads selling pure “feel” lately?

The most recent one is a dog food ad that talks about “a national holiday for dogs”, amongst many other feel-good things about dogs, with plenty of “awwww” shots of dogs being dogs… but NO product features, NO lists of added vitamins, No spin on quality, NO spiel of shiny coats and stronger bones, NO product shots, NO shots of dogs eating, NO shots of humans opening cans…

Is this an overt indication that product quality and features are no longer real differentiators? You bet your brand it is!