It catches attention. It distracts. It lures. It becomes the headline. 'New' is powerful. Nothing can replace 'New'. And that's exactly the reason why brands/marketers/news-makers need to use this word 'new' carefully.
Check this headline. Is this really 'new'? If you follow the buzz online about this latest 'new' motorcycle, you would understand the disappointment.
Not sure if marketers at Bajaj attributed 'new' to this upgrade of Avenger. It could be just that magazines and bloggers added it. But the not-so-exciting conversations online have had their impact.
And if marketers know that any upgrade will be received as 'new' in the marketplace, they should think twice, thrice or more about whether to blow money on the upgrade and make it public in the first place.
Hero Honda has launched innumerable 'new's in the market. It's got a lot of flak online but it seems to be doing great. Strong leadership position in the market and limited reach of the internet in the country perhaps has saved it. The same factors save Bajaj and many other brands as well. But not for long I guess. Until then, they can keep launching the 'new'.
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