By Julie Hein
There’s a story out now about Dannon Co, international yogurt makers. Remember all the ads with Jamie Lee Curtis talking about Activia and being “good to go” in the digestion sense? And they said DanActive drinks could ward off colds and flu. Well, apparently there is no medical information to back up those claims. They’re in trouble now. $21 million in fines and they must stop making the claims.
I’d hate to be in that marketing department right now. Find the truth about why people buy your product or service. What do you do better than anyone else, 99.99% of the time? There’s your story. Now find a compelling way to tell it, honestly. We'd love to help.
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