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Actual for You - Products, Like People, Have Lifecycles
There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU! It's the way you present your business and how the world perceives it. And, importantly, it's the way your clients remember you when it comes time to make another purchase. Branding encompasses your key marketing mess
As you can see, companies that make or sell jus
The fastest way to make a good interview go bad is to avoid questions posed by the hiring manager. The one question candidates love to avoid is, “What is your greatest weakness?” Most candidates are quick to respond with superficial answers such as “I’m a workaholic” or “I’m a perfectionist.” Not only are those responses boring, but they are also predictable answers intervie
“Stuff,” if you’ll grant me a moment to explain, long ago became my shorthand for the awkward phrase “product(s) and/or service(s).” Teaching college marketing and management courses, I wanted a single word to cover both items. “Stuff,” with a cap “S” seems to work quite nicely for everyone.
Anyway, whatever Stuff you or your company happen to sell, it’s not likely to sell well forever. There was a time when it was introduced – birth – when sales began to soar – growth – when they plateaued – maturity – and when sales of your Stuff began to steady decline – death.
Want know something else? That same cycle applies to companies, even to industries. But let’s stay with companies for a minute. If you’re a one-product or one-service company, guess what. Unless you come up with new Stuff to sell, the lifecycle of your company is going to closely resemble that of your single product or service.
But, if you sell lots of different Stuff, the lifecycle of your company can mirror the lifecycle of your single best-selling Stuff. And if you’re continually introducing new Stuff, the lifecycle of your business can be as long as the combined totals of all the “mature” cycles of your Stuff.
As you can see, companies that make or sell just
All of us have heard of marketing professionals. Some of us have even worked as marketing professionals ourselves. And some of us have probably heard of marketing agencies. But how many of us can, in all honesty say that we have heard of the term marketing consulting? I for one hadn’t. Of course I had heard of consultants and IT consultants to be more precise, but I had neve
“Stuff,” if you’ll grant me a moment to explain, long ago became my shorthand for the awkward phrase “product(s) and/or service(s).” Teaching college marketing and management courses, I wanted a single word to cover both items. “Stuff,” with a cap “S” seems to work quite nicely for everyone.
Anyway, whatever Stuff you or your company happen to sell, it’s not likely to sell well forever. There was a time when it was introduced – birth – when sales began to soar – growth – when they plateaued – maturity – and when sales of your Stuff began to steady decline – death.
Want know something else? That same cycle applies to companies, even to industries. But let’s stay with companies for a minute. If you’re a one-product or one-service company, guess what. Unless you come up with new Stuff to sell, the lifecycle of your company is going to closely resemble that of your single product or service.
But, if you sell lots of different Stuff, the lifecycle of your company can mirror the lifecycle of your single best-selling Stuff. And if you’re continually introducing new Stuff, the lifecycle of your business can be as long as the combined totals of all the “mature” cycles of your Stuff.
As you can see, companies that make or sell jus
Many franchisors in modern franchising today believe that they should have a certain percentage of women and minorities in their franchises and always make sure to recruit new franchise candidates in that ratio. This is extremely bad policy; sure equal opportunity is a good idea, but equal opportunity has come to mean ratios. That is wrong.As far as believing in equal
Want know something else? That same cycle applies to companies, even to industries. But let’s stay with companies for a minute. If you’re a one-product or one-service company, guess what. Unless you come up with new Stuff to sell, the lifecycle of your company is going to closely resemble that of your single product or service.
But, if you sell lots of different Stuff, the lifecycle of your company can mirror the lifecycle of your single best-selling Stuff. And if you’re continually introducing new Stuff, the lifecycle of your business can be as long as the combined totals of all the “mature” cycles of your Stuff.
As you can see, companies that make or sell jus
We all carry them...at least we should. And, we all try to have them available for the right occasion...at least we try. We collect them so they can be used for future reference...which is good. But, are we really using them effectively?I'm referring of course, to the "business card." Now, don't bail out on me here and click away...this is really good stuff!You
But, if you sell lots of different Stuff, the lifecycle of your company can mirror the lifecycle of your single best-selling Stuff. And if you’re continually introducing new Stuff, the lifecycle of your business can be as long as the combined totals of all the “mature” cycles of your Stuff.
As you can see, companies that make or sell jus
What’s the best branding strategy for your company?The answer is, it depends.The latest thinking in the field of branding (which first began to emerge as a true field of study back in the early ‘50s) identifies five branding strategies that reign supreme in today’s corporate world. Although each strategy can be successfully employed b
As you can see, companies that make or sell just one product or service don’t have a very bright future. Unless, of course, they can keep on coming up with “New” or “Improved” versions of their Stuff. A “New and Improved” campaign will work even better if you can actually justify it.
Don’t think death can happen to an industry? Well, friend, think again. Remember not too many years ago there was a big push for people to invest in privately owned “public” telephones, phones spotted in public places so that anyone could walk up to them, drop in a few coins, and talk to anyone anywhere in the world. Well, almost. Privately owned public telephones were particularly prevalent in airports and hotel lobbies.
They’re not any more. Why? The cell phone, for one. And Nextel. And computers using the Internet to name a few more. And perhaps the final blow was probably a hammer called Blackberry. For privately owned public phones there was birth, a short growth spurt, a shorter-yet period of maturity – then an almost sudden death.
Want to stay in business for a while? Then get yourself more than one successful product or service, in fact, several you can sell consecutively rather than concurrently. That lengthens the combined total of all your Stuff’s “mature” lifecycles. The other w
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