No Magic Bullet
Tuesday, July 5, 2011 at 11:59AM It's interesting how many teams wait until the wheels have fallen off the brand before they put serious effort into determining a truly differentiating and competitive positioning. By this point, after the brand is losing share and growth has stopped, the goal suddenly shifts to fixing the problem. I don't mean taking action to begin righting the ship, I mean they want the problem resolved immediately.
If you see your brand isn't headed in the direction you want it to go, do something about it before it's too late. Just don't expect a magic bullet to turn it around tomorrow. Chances are it took some time to get in this place and it will definitely take some time to get out.
The only problem is that it isn't going to happen. After years of unclear direction or mixed messages to your target customers, no strategic partner, no agency, no PR firm can fix the problem overnight. There is no silver bullet to turn a brand from ho-hum to star in the blink of an eye. Revitalizing a brand takes hard work, insight, competitive understanding, vision, and focus. You need to step past the preconceived notions of what you think the brand should be and stretch your mind. Look at your brand's potential from many angles to see where the opportunities lie.
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