Don't run out of juice!
Brands and images that run out of juice die a quick death. No juice = No survival. There are so many examples of this but none bigger or more prominent than the auto industry. Ask your parents or grandparents what kind of car they wanted when they grew up. And all of them would tell you the exact car, what color, what engine...on and on. Example a 57 Chevy, red, with a small block V-8...
Is there a better example of a brand completely blowing it than Chevy? In my speeches, I ask people to tell me the names of the 2008 Chevy models and they can't do it. Then I ask 2008 BMW models and the entire audience can name all of them. Why? Chevy ran out of juice and is dying a very quick death right in front of all our eyes! People want COOL cars and Chevy doesn't make cool cars or market any sort of COOLNESS factor at all. BMW on the other hand is perceived as COOL and they make COOL cars. Hence everyone wants BMW and nobody wants a new Chevy. Think about it; do you dream about owing a new Chevy Cobalt?
An entire brand down the drain in one generation! Amazing. The take away from this is to look at your brand. Does your company have juice? Are you marketing yourself as COOL? By the way, this also applies to employees because you are a brand as well...it's called Brand You! Employers want to hire cool employees that can make a difference and have juice.
Look at you brand today. Do you have juice? If not, get some quick or you won't like the results. If you do, the major challenge is the keep it...keep the juice going. How?
Brands and images that run out of juice die a quick death. No juice = No survival. There are so many examples of this but none bigger or more prominent than the auto industry. Ask your parents or grandparents what kind of car they wanted when they grew up. And all of them would tell you the exact car, what color, what engine...on and on. Example a 57 Chevy, red, with a small block V-8...
Is there a better example of a brand completely blowing it than Chevy? In my speeches, I ask people to tell me the names of the 2008 Chevy models and they can't do it. Then I ask 2008 BMW models and the entire audience can name all of them. Why? Chevy ran out of juice and is dying a very quick death right in front of all our eyes! People want COOL cars and Chevy doesn't make cool cars or market any sort of COOLNESS factor at all. BMW on the other hand is perceived as COOL and they make COOL cars. Hence everyone wants BMW and nobody wants a new Chevy. Think about it; do you dream about owing a new Chevy Cobalt?
An entire brand down the drain in one generation! Amazing. The take away from this is to look at your brand. Does your company have juice? Are you marketing yourself as COOL? By the way, this also applies to employees because you are a brand as well...it's called Brand You! Employers want to hire cool employees that can make a difference and have juice.
Look at you brand today. Do you have juice? If not, get some quick or you won't like the results. If you do, the major challenge is the keep it...keep the juice going. How?
- Innovate...Try new things
- Re-launch your company and yourself
- Design (remodel your store, new updates, re-model yourself..new look and feel)
- Risk
- Courage
- New and better employees!
Have Juice...Lot's of it....Keep it....Never lose the juice....and Always. Be Cool!
