Part 3 of 3. See part 1 and 2 Your marketers either need to create a fire or be fired. If you have uninspired and uninspiring marketing professionals on your team, be warned. Give him or her one chance to kick into high gear. Then act decisively. Fire them if they cannot change tempo. Be [...]
Part two of three. See part 1 here One real power of a brand is that it serves as a tuning fork for an organization, helping them quicken strategic decisions, vetting new opportunities, and making hard choices when projections are slipping away from the target. Nothing kills brand value more than short-term revenue focus. When [...]
In last week’s column we explored the corporate psychological journey that happens to accept the fact that a once-leading brand needs to be transformed and relaunched. This column will walk you through how to do it. Allow me to be clear. I am not discussing refreshing a logo or crafting a new tag line, but [...]
Once market shares dwindles and revenue targets are missed year after year (despite category growth), it may be time to reboot a once-beloved brand. First off, you need to decide if you genuinely want to reboot a brand. Some people get so tethered to old ideas about the brand that there is resistance to rethink [...]
