As a new father, one of the marketing/branding/advertising themes that I'm noticing is the use of fear appeals. Basic formaul of the appeal - create dissonance, provide solution (which involves purchasing your product or service) for the dissonance.
Some are as simple as you want to be a good parent, without our product you're not. Other's are a bit more extreme, implying retardation or death if you don't use their product.
I suppose it's easier to cultivate fear than it is to create and ground a winning, unique identity when you're trying to separate new parents from their wallets -- in the name of their babies. You're not against babies, are you?
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