Illustration of man jumping from small fish bowl to larger Better products with more benefits and services will meet more employees' needs and turn into stronger sales, right? (Image: Nuthawut/Adobe Stock)

"New and improved" is such a common marketing theme for consumer products that it's gone beyond cliché to become fodder for jokes and memes. Still, most companies in every industry—from laundry soap to luxury cars—are constantly looking for ways to make their products seem new and, well, improved.

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