Friday, July 20, 2007

When is change a good thing?

You've heard that commercial a million times. That ad is starting to look old. Your logo - does it really address who we are? The Sales Manager doesn't seem so hungry anymore, blah, blah blah. What is really going on here? Do the marketing materials need a kick in the pants? Well maybe, but let's hold our horses a bit. Remember, you live with your brand day-in and day-out. Your prospects aren't as aware of your brand as you are. My rule of thumb is, when you starting to get sick of your message, target customers are only now becoming aware of you.

It is so easy sometimes to change the commercial, change the advertising and logo, when you really must look deeper into your brand. Discover what about your brand is holding you back. Only careful analysis and stakeholder research will give you the answers you're looking for.

What you have to do is analyze your brand and determine if you are benefiting from a differentiation strategy, or are you blending in with all the competition in your category. If you are blending in then you know doubt have become simply a commodity item to your customer and this "lowest price trap" is the cause of your doldrums. The only way out is to develop a uniqueness that compels them to buy from you. It is your positioning strategy that must change - with marketing materials following its lead.

Of course it could be that sales manager. The mortgage is paid, the kids are out of the house - what's his incentive? This is a good topic for a future article.

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