Land ‘O Lakes has a new spread, Butter and Olive Oil that is so good tasting it is just unbelievable.  Try it.  I am not exaggerating.  The taste will blow your mind.

There-in lies the enigma of modern marketing.  Land ‘O Lakes has so many sku’s that as a brand, they can stand for nothing specific, not even specific taste.  So they stand for what expectation?  Duh.  Hard to answer, isn’t it?

What if this new item were a separate brand?  That brand could rightfully claim that it “tastes better than butter and better than margarine.”  Because it does.  But Land ‘O Lakes cannot claim either because it makes more than just this spread with butter and olive oil.

What penalty is thus imposed on the item by the realities of the marketplace?  Here it is.  Every new user will have to “stumble” upon this product as I did to even try it, no matter how good it is.   This is how we modern marketers turn Big Ideas into Little Businesses.   Don’t you just hate this problem?