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Few things are more disturbing than knowing someone out there is struggling to remember your name, the name of your product, or your company.  Think about how often you try to recall the name of a person, product, or event, to no avail.  For most of us this is a daily occurrence: while you remember the commercial last night on ‘House’, you cannot, with certainty, recall the product being promoted.  This is a common reality anymore due to the artistic drive of most creative efforts in advertising.  For many the desire to win awards is often greater than the challenge for  marketing excellence.  That is the where the messenger takes center stage and the message is lost.

ENDANGERED SPECIES

All brands periodically face the realization they could face extinction.  These feelings are usually accompanied with anxiety and an overwhelming sense of lack of control. I’m writing this because of today’s economic climate. Few could have predicted the current crisis facing so many fortune 500 companies.  Could any of the big 3 US automakers actually cease to exist by this time next year?  You better believe it. Change is inevitable and a direct attribute of a free market.  Just ask Tiger, who is loosing his multi-million dollar endorsement contract with GM. (i.e. the messenger overshadowed the message?)  Sure, it appears to be about cost cut-backs, but market correction is about more than just dollars.  It’s about finding new ways to accomplish results.  It’s what I call ‘brand obligation’.  What worked before will not be sustainable.

RESHAPING IS IN-VOGUE

Many of the affinity brands we represent desire to reshape their products and services during these uncertain times, and rightly so.  But more importantly, it’s also a good time to reintroduce yourself to the world.  Especially if changes and improvements to your products and services have been an outcome of these difficult times.  Reshaping seems to be in-vogue.  Consumers are paying close attention to the market corrections underway.   Case in point?  Chevrolet introduces the Chevy Volt.  (not due until 2010 or 2011 - yet very relevant)

RELEVANCE IN THE MARKETPLACE

Reshaping, as a result of relevance is what is in-vogue.  Now would be a good time to take the advantage and say, “hey world, here we are, over here!”.  And then give them a reason to care - and remember your name, again.

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