四、 Fundamental Messages 1. What is this?(the chords of familiarity)---instantly recognize Direct common names are the most familiar Appropriate with new products. o Brand names become synonymous with the product 2. The second message o 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 d vild 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