NeverWet may soon be nevermore

When I saw this spot for Rust-Oleum's new NeverWet spray, I thought. Cool. Now I never have to worry about bolognese sauce ruining my white polo ever again.

But then I did a little research.

Apparently according to this review on Gizmodo, NeverWet's label explicitly states "Contents contain a chemical known to cause cancer and birth defects." Hmm. That's something I don't want anywhere near my skin or mouth.

Strike one.

Geek.com says the spray leaves a "frosted white coating" on whatever it's applied to. So unless your putting it on a white surface, NeverWet will be visible. Apparently it rubs off pretty easily as well.

Strike two.

This demo video that's been viewed over four million times on YouTube shows it being applied to several items (electronics, clothing) their own website clearly states NeverWet should not be used on. And since it causes cancer, I'm not sure I'd want it anywhere near my beer.



Strike three.

So this amazing product is poisonous, can ruin electronics, and discolors whatever it's applied to. Those are probably three things they need to work on in version 2.0. But based on the way they've marketed this version there probably won't be a version 2.0 because people will be so disappointed after trying it, they'll never buy anything from Rust-Oleum again.

Just a little tip when you're launching a new product. Be honest about it. Nothing kills a bad product faster than great advertising. If you're product doesn't perform as promised, the long term effects on your brand will be cancerous.

Why should I care?

You might have a product. You might have a name, a logo, some ads, promotions, a PR campaign and social media strategy.

None of that guarantees you have a brand.

Brands exist solely in the minds of people who care about the products or services they represent. 

If people aren't thinking about your brand – if people don't care about your brand – you don't have a brand.

So when you set out to build your brand, don't just give people a reason to believe. 

Give them a reason to care.

Good enough

"Good enough" is your friend at the idea stage and your enemy at the execution phase.

Any questions?