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Thursday, October 20, 2005

Viagra: A Brand That Won't Go Away

Remember That Brand? Well It’s Back! One would have to travel to the back woods of the Appalachians or perhaps to the cave dwellings in the Southwestern canyons to find anyone who has not heard of Viagra. Viagra, the market-leader of male erectile dysfunction prescription drugs, continues to occupy valuable space in the mind of the male consumer. What is so enchanting about an erectile dysfunction pill? How does Viagra have such appeal when it is the focus of late night comedy and radio morning shows? As consumers we seldom question a successful product. (Or maybe we just would rather not have to address or explain male erectile disorder more than we have to).

The consumer is exposed to a pill with a split personality. Viagra lives a double life: one of in-your-face comedy and one of universal solution. Despite the advertising that continually tests our comfort elasticity, Viagra’s brand works harder than any other “miracle drug” to be accepted by the tempestuously self-conscious male population. Viagra’s branding adheres and accommodates to the male population as a whole, not only to males with sexual difficulties. Viagra evaluates precepts regarding acceptance and community before considering the shock thresholds of consumers in general.

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