There are several things that can contribute to make a product stand out. We can divide them into two main groups:
 The tangibles or things that are factual about the product.
 The intangibles or abstract things we like about the product.

The Tangibles
These factors are easy to identify, name or measure
 A practical packaging
 Attractive presentation
 Reasonable price
 The quality is superior than other similar products
 It delivers what it promises

The Intangibles
Not so easy to identify or measure
 The product is accessible
 It is linked to an emotion
 It is reliable
 Easy and convenient to use
 Associated with someone famous
 The commercials are very attractive
 It was on the market first

At times it may depend on an individual to determine whether these attributes are factual or not.

Take for instance Colgate. This has been the favorite toothpaste of many, used and “recommended by dentists” for years. Very often a pretty smile is referred to as a Colgate Smile. There are some countries where Colgate is a substitute word for toothpaste. The same can be said about a Gillette as a substitute word for a razor, or Kotex as a substitute word for a feminine pad.

What matters most?
Sometimes it would seem that, the feelings associated with products are even more important than the actual benefits they offer. Nevertheless a product cannot survive too long if it’s just based on pure illusion. It must be a well concocted balance.

What is the Click Factor?
The Click Factor is a well-balanced combination of basic elements mixed with ideal concepts. This perfect cocktail gives way to a product that satisfies a real need and at the same time appeals to collective ideals.

Some of these ideals are: love, happiness, beauty, eternal youth, sex appeal, The American Dream, success, fun, freedom…

When does something make click?
It depends on how you look at it. It could be that a market finds a product that responds to their tangible as well as intangible needs perfectly. But it could be that a product finds a market niche where it can become profitable. Whenever market and product find each other, it is said that they click!

For a product to click it must be real. It must sound real, look real, smell real, feel real, taste real. The market is constantly searching and will only grasp what it senses as real. And more times than not, a product only gets one chance to be tested.

Let’s take a look at a different kind of product, a motion picture for instance. What makes a movie great will vary depending on the genre. By way of illustration, look at The Silence of the Lambs on one hand, and The Matrix on the other. Two great movies that have become new classics. The first one is a great psycho-thriller, based on a high concept with an excellent plot. The second one is also based on a high concept and yet, it’s the state-of-the-art special effects, what makes this movie stand out.

Although both movies were ground-breaking and the concepts were relatively new, they were believable. Both stories found enough elements in our minds, that we could relate to and make sense with…click!

What is my definition of a great product?
 A product that has managed to become an important part of people’s lives.
 We are comfortable relating to, and identifying with it.
 Somehow it has helped shape who we are and how we see the world.

How do great products come to life?
 First of all, they begin with spontaneous inspiration. The best ideas for products were not inspired on agenda. Someone stumbled upon a need or a “what-if? thought” maybe a “Wouldn’t-it-be-nice-if? thought.
 But they really become great only when they meet a market that is ready and willing to embrace them and incorporate them into their lives.

Where does the greatness lie?
The way the market perceives a product is imperative for it’s success. How it is introduced and what is highlighted about it will determine whether or not it becomes a winner. Companies usually associate the product with one or more of the great ideals of all times (love, happiness, success…).

Attach it to a great ideal!
 That way Coca-Cola is no longer just a soft drink, it’s a time to Enjoy!
 Oprah is not only a talk-show host, she represents inspiration, success and good will.
 Kodak doesn’t only take pictures, it creates lasting memories.
 Barbie is not just a doll, it’s a standard of beauty.
 Disney is not just about theme parks, but about magical lands of happiness where dreams come through.

What makes a product unforgettable can be put in the three short sentences ahead.
1. It is a product that is useful or has become useful.
2. It’s a product that is attached to one or more of the great ideals,
3. This product is believable and original at the same time, and that makes it click!

Julie Duncan-Archibold is the author of The Brainstormer. Think, Imagine, Create; a book that outlines over 120 product and business ideas and offers keen suggestions on how to bring them to life. For more information go to http://www.lulu.com/jdabrainstormer Her company BrainstormerThinkImagineCreate.com designs Products & Business Ideas with mass-marketing appeal for companies to create products and services that consumers actually want to buy. For more information request an e-brochure at [email protected]

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