四、Fundamental Messages ⚫ 1. What is this? (the chords of familiarity) - instantly recognize ⚫ Direct common names are the most familiar ⚫ Appropriate with new products.) ⚫ Brand names become synonymous with the product ⚫ 2. The second message ⚫ What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be ⚫ instant rice long-grain rice ⚫ wild rice Cajun-style rice ⚫ rice and tomato free recipe book with this rice ⚫ win a trip to Florida rice famous person eats this rice四、Fundamental Messages ⚫ 1. What is this? (the chords of familiarity) - instantly recognize ⚫ Direct common names are the most familiar ⚫ Appropriate with new products.) ⚫ Brand names become synonymous with the product ⚫ 2. The second message ⚫ What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be ⚫ instant rice long-grain rice ⚫ wild rice Cajun-style rice ⚫ rice and tomato free recipe book with this rice ⚫ win a trip to Florida rice famous person eats this rice