How to launch new products
Five principles from Ogilvy & Mather —the agency that turned launches into a repeatable craft.
73 products launched. 45 became established brands —about double the industry norm
THE PRODUCT
Ship a difference people can feel
Don't launch unless there's a real edge the buyer can perceive —in performance, quality, or value
"Me-too" products can work in a fast-growing market
But the pioneer almost always takes the biggest share
THE PACKAGE
The pack is your first advertisement
It should position the product and spell out its promise the moment it is seen.
Match it to the personality you are building
It is the cheapest media you will ever own
THE NAME
Make the name do the work
A good name earns its place. It should
Position the brand
Carry the promise inside it
Be memorable
Never stay vague enough to fit anything
THE PRICE
Price to match the image
Your price is a signal. It has to agree with the story you are telling
A luxury item almost has to be expensive
A necessity has to be affordable
Never charge a premium for a "me-too" with no visible edge
THE ADVERTISING
Say the right thing,then say it well
Decide what to promise before worrying how it looks
No big idea, no results
Put the promise in the ad —it costs nothing extra
Teach people new ways to use it
Don't overclaim; the buyer is smart and skeptical
THE THROUGH-LINE
Every lever answers one question:can they see the
difference?
Product, package, name, price, advertising —all five are ways of making an edge visible. A launch rarely fails because the product is bad. It fails because the difference is invisible
Adapted from Ogilvy & Mather’s classic "How to launch new products."
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