On Sunday, I made one of those 'sliding doors' decisions. I could either have gone to Get Loaded In The Park, run the risk of bumping into my ex and starting a whole new *** storm of madness, tears, anger, maybe even reconciliation if he'd gained a brain since the last time we spoke. This option did run the risk of me having a totally *** time though, being more upset than ever and not enjoying any of the bands, rendering £40 worthless. The alternative was selling the ticket and using the money to buy dresses. No bumping into him, ever again, no chance of upset, but also no chance of any positive engagement. After half an hour of deliberating, I chose the dress option.
But if we apply this thinking to brands, exactly the same principles apply. Brands have a lifespan and it's up to strategists and marketers to decide on the strategic future of the brand - which direction it should take in its life. Like when Pot Noodle went a bit healthy and quickly realised its roots were in being the quintessential 'slag food'. Or when Tesco moved from 'Pile 'em high, sell 'em cheap' to a customer service ethic sort of positioning. They could have stuck with value, but it wouldn't have helped them move on and achieve market leadership. With Pot Noodle sticking to its guns was the best option, for Tesco it was a fresh approach. One is about capitalising on strengths, the other about moving on to something new.
I could have made the best of the situation, but where there wasn't much relative strengths to be gained from it, moving on was the best option. I definitely made the right decision.
Funny post. I wouldn't have taken the dress option though
I love dresses! Anyway, I got a cheaper ticket to see Royksopp (the only band I wanted to see there anyway) just the other day. Win win I think. I have enough trouble walking through London Bridge twice a day with the fear that I'll bump into him and cause some sort of massive scene!
I'd have gone for the dress option - but then my mum always said I had lovely legs!
That's the spirit!
Louise Kennedy
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Member since: 03 Jun 2008
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