Ogilvy says it’s best to use the brand name in the headline if you are advertising a particular brand’s product. If you do, even though people may forget the specifics of the product, they still might remember the name.
“Our soap has 20% more aloe in it” will be less effective than “Happy-Body soap has 20% more aloe in it.”
This is a fundamental rule in a society like ours. There are thousands of ebooks, dozens of soaps, and a zillion places to get a steak. There is no shortage of products, so why should someone pick your product? Is your soap different from the dozens of others? Somehow, consumers doubt it. Instead, they buy based on one of two things: price and comfort.
Consumers will likely buy the cheapest options if all products appear equal. And if numerous brands are priced within pennies of each other, often the product with the highest comfort level will win out. That means if the consumer recognizes the Happy-Body product name but has never heard of Zippy-Acme, that’s on the same shelf; he’ll go for the one he’s heard of. It hits home with him just a little more.
Most likely, if you can’t remember any specifics of a product you need, it’ll just come down to the one you’ve heard of the most often.
Familiarity may be dull, but it’s memorable and sells a product.