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Marketing New Product helps inventors address the question of how to market a new product by presenting marketing that works, marketing that doesn’t and why from an inventor, evaluator and marketer of new product ideas. Our goal is for you to avoid the pitfalls while optimizing time, energy and money on the road to commercial success.

Congruent Offering

Congruent Offering


There are many aspects to marketing a new product but success demands that   there be a congruent offering. All of the elements of the product, plan and execution must be in agreement or harmony. Any conflict between the different parts will create a dissonance in the mind of the audience and limit the ability to connect with the intended target.

A great example of an offering that is not congruent is shown below:

Do they really expect us to believe that the skinny model in the ad actually eats one of those on a regular basis. The sex presented in this ad may attract a certain audience, but they have to be brain dead to believe that this gal actually done this.

Marketing a new product is enhanced when the product and marketing fit together in a congruent offering and present an agreement of parts or a harmony of presentation that will resonate with the target audience and not cause a dissonance that fights in the mind of the consumer.

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    head-and-sholders  Robert Cannon

       With over 30 years of expertise in marketing, and leadership, Bob creates innovative systems, 
       products and services for small to mid-size manufacturers. Contact Bob today for more information 
       on the Cannon Advantage services and solutions.