Should you be zigging if your customers want to keep zagging?
29 March, 2007 at 12:26 pm 1 comment
I’ve been thinking alot about brand repositioning recently.
Its all very well deciding that from now on your brand is going to be aimed at Audience X, but what about all the Audience Ys that have been faithfully interacting with your brand? They might not be the most profitable or have the best long term prospects, but the old saying ‘a bird in the hand is worth two in the bush’ springs to mind.
I keep seeing brands repositioning, retargeting and rebranding, without much thought towards how their existing customer base might react – or (worse) trying to get those existing customers to start using the brand for a different occasion or in a different way without really communciating the reasons behind the change to them - ‘if we change it, they will still come’.
Sometimes maybe its better to create a new brand than to force an old brand and its customers into a new business model.
This pic (from howstrange) doesn’t have that much to do with repositioning, but I love it too much not to share…
Entry filed under: Account Planning, Life, Marketing, Planning. Tags: Account Planning, brand repositioning, existing customers, Planning, zagging, zigging.
1. Why brands should start behaving more like my Grandad « (almost) always thinking | 30 August, 2007 at 7:16 pm
[...] as they are, flatter them, engage with them, but not criticise them or try to change them (actually, I’ve riffed on this point alot more here) [...]