What Does “New and Improved” Mean to You?

What Is Your First Thought?

By Peter Lyle DeHaan, PhD

Being the slightly cynical person that I am, my initial reaction is that someone is trying to dupe me with a marketing tactic. I suspect that nothing substantive has been changed, but lacking anything substantial to proclaim, they fall back on trumpeting that their product is “new and improved.”

It must be that some people are sucked into this ruse or else why would marketing folks persist in perpetuating such a ploy?

Therefore, I quickly dismiss all claims of “new and improved”—unless it is for a product that I use—then I panic. 

Although “new and improved” sometimes seems to only apply to the packaging, that phrase still produces fear and trepidation in me when referring to products that I use.

I worry that “new and improved” actually means “we’ve-changed-this-just-enough-so-that-you’ll-no-longer-like-it.” Unfortunately, personal experience backs up that concern as being a realistic one.

The logic behind “new and improved” probably assumes that existing users will continue to buy it—even if the packaging has changed so much that only the brand name is recognizable.

The bonus kicks in from people who never used it, but are predisposed to try anything new, as well as those who didn’t like it before, but will give it a fresh look. Therefore, I guess we are stuck with “new and improved” products.

Still, “new and improved” does nothing for me; I’ll take “tried and true” any day.

Read more in Peter Lyle DeHaan’s Sticky Series books, including Sticky Customer ServiceSticky Sales and Marketing, and Sticky Leadership and Management featuring his compelling story-driven insights and tips.

Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his career. Common themes at every turn have included customer service, sales and marketing, and leadership and management.

He shares his lifetime of business experience and personal insights through his books to encourage, inspire, and occasionally entertain.

By Peter Lyle DeHaan

Author Peter Lyle DeHaan, PhD, publishes books about business, customer service, the call center industry, and business and writing.

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