July 2015

Begin At The End, For Better Strategy

2017-03-01T11:55:14+00:00 Categories: grow, SandBlog, solve, think|Tags: , , , , , , |

One of the best starting points for a strategy session is at the end of it. Starting by clearly expressing what the end results should be, serves as a clear target for participants to aim for. I’m talking about more than the objective, but what the experience will be for customers and employees.

The sketch below was in my planning notes for a series of sessions I led for Starbucks Coffee some years ago. We were building their annual marketing promotional calendar and each promotional season needed to be thought through.

I needed the team to think through the eyes of the customer. How the customer would be “changed” as a result of each seasonal promotion. What would the customer feel? What would they now know? What should they do? This exercise helps if a team seems to get caught up in what “they” think is neat or cool versus what would be effective and meaningful for the customer.


[pre-meeting sketch]
 

To be playful, I drew a comic character representing the customer for each promotion. I used ‘word balloons’ as the space where participants would write what the customer should know, feel, and do, as a result of the marketing programs.

Periodically, we would refer to these future visions/end results to gauge whether we were still on target with our ideas.


[Fall Promotion]
 


[Winter]
 


[Annual Brewing Sale]
 


[Spring]
 


[Summer]
 

These cartoon “customers” worked well. It made the point without forcing it.

Maybe a collage with images from the internet, newspapers, or magazines will work for you… A demographic mood board. Some companies set an empty chair at their conference table, representing the customer. Some invite real customers in to get real-time feedback.

One way or the other, don’t let them become some abstract “thing.” Find ways to make your customers real when building your plans for them.

November 2010

275 Most Common Marketing And Communication Venues And Vehicles

2013-09-29T19:30:14+00:00 Categories: SandBlog|Tags: , , , , , , , |

When building your communications strategy – in trying to reach your customers and potential customers – it is critical to consider “where” these people are, and the best venue and vehicle with which to reach them.

The following list includes over 200 of the most common means and ways to reach customers. Use this to inspire your next strategy and brainstorm meeting. Use it as a checklist for potential vehicles you aren’t currently using.

For those of you in retail, you’ll appreciate the second list of signs and tools we marketers used at Starbucks Coffee to build awareness and communicate in-store and out-of-store.

Marketing

DIRECT MARKETING / ADS

  • Banner/Sign
  • Bench/Shelter/Mass Transit
    (also Taxi, Plane, Elevator, etc…)
  • Billboard
  • Business/Trade Publication
  • Door Hanger
  • Flyer
  • Magazine
  • Mall/Airport/Station
  • Newspaper
  • Newspaper Insert
  • Point of Purchase
  • Poster
  • Trade Show Exhibit
  • Advertising Campaign
  • Sky Writing

DIRECT MAIL

  • Catalog
  • Flyer
  • Brochure
  • Political
  • Direct Mail Campaign

Publications

ANNUAL REPORT

  • Association
  • Corporation
  • Educational Institution
  • Government
  • Medical
  • Non-Profit
  • Utility

BROCHURE

  • Business to Business
  • Business to Consumer
  • Capabilities
  • Catalog
  • Company Overview
  • Consumer Awareness
  • Educational
  • Fund Raising
  • Handbook
  • Informational
  • Pamphlet
  • Public Relations
  • Recruitment
  • Sales Promotion
  • Special Events
  • Viewbook

EMPLOYEE PUBLICATION

  • Annual Meeting
  • Benefits
  • Benefits Campaign
  • Internal Communication
  • Internal Magazine
  • Internal Newsletter
  • Manual/Training
  • Special Edition

MAGAZINE

  • Association
  • Consumer
  • Corporate
  • Educational Institution
  • Government
  • Industry
  • Internal
  • Non-Profit
  • Special Edition

EXTERNAL NEWSLETTER

  • Association
  • Corporate
  • Educational Institution
  • Government
  • Industry
  • Non-Profit

Marketing/Promotion

MATERIALS

  • Book
  • Calendar
  • Christmas Card
  • Invitation
  • Mouse Pad
  • Poster
  • Presentation Jacket
  • Postcard
  • T-Shirt
  • Specialty Item

MARKETING/PROMOTION CAMPAIGN

  • Corporate Branding
  • Internal Benefits/HR Materials
  • Product Launch
  • Promotion/Marketing Materials
  • Self Promotion
  • Special Event
  • Postcards
  • Other Communications/Public Relations

Communications/Public Relations

  • Communication Plan
  • Corporate Social Responsibility
  • External Communication Program
  • Internal Communication Program
  • Research/Study
  • Social Media Campaign

MEDIA KIT

  • Marketing/Promotion
  • Product Launch
  • Service Launch
  • Special Event

MEDIA RELATIONS/PUBLICITY

  • Magazine Placement
  • Newspaper Placement
  • Radio Placement
  • Television Placement
  • Publicity Campaign

Creativity

DESIGN

  • Annual Report
  • Annual Report Cover
  • Annual Report Interior
  • Brochure
  • Brochure Cover
  • Brochure Interior
  • Business Card
  • Holiday Card
  • Cartoon
  • Electronic Communication
  • Illustration/Graphic Design
  • Invitation
  • Letterhead
  • Logo
  • Magazine
  • Magazine Cover
  • Magazine Interior
  • Media Kit
  • Newsletter
  • Newsletter Cover
  • Newsletter Interior
  • Packaging
  • Post Card
  • Poster
  • Program Guide
  • T-Shirt
  • Web Site
  • Web Site Home Page
  • Web Site Interior

PHOTOGRAPHY

  • Advertising
  • Annual Report
  • Brochure
  • Calendar
  • Magazine
  • Newsletter
  • People/Portrait
  • Product

WRITING

  • Ad Copy
  • Advertorial
  • Annual Report
  • Brochure
  • Column
  • Communication Plan
  • Editorial
  • Electronic Communication
  • Feature Article
  • Magazine
  • Media Kit
  • News Article
  • Newsletter
  • News Release
  • Product Catalog
  • Radio Script
  • Technical
  • Speech
  • Video Script
  • Web Copy
  • White Paper

Electronic, Social, & Interactive Media

  • Web Site Overall
  • Web Site Home Page
  • Web Animation
  • Web Interactive Capabilities
  • Web Multi-Media Games, Contests, Presentations
  • Web Based Training
  • Web Video
  • Intranet
  • Microsite
  • E-Commerce/Storefront
  • Blog
  • Podcast
  • E-Blast
  • E-mail Campaign
  • E-Newsletter
  • E-Zine
  • E-Annual Report
  • Social Media Site
  • CD/DVD Based Multi-Media
  • Web Based Multi-Media
  • Viral Marketing

DVD/CD-ROM

  • Interactive Presentation

RADIO

  • PSA
  • PSA Campaign
  • Single Spot
  • Campaign

TELEVISION

  • PSA
  • PSA Campaign
  • Single Spot
  • Campaign

VIDEO/FILM

  • Corporate Image
  • Documentary
  • Educational
  • Educational Institution
  • Fund Raiser
  • Government
  • Instructional
  • Internal Communication
  • Marketing (Product)
  • Marketing (Service)
  • Medical
  • Meeting Open/Close
  • Non-Profit
  • Powerpoint Presentation
  • Recruitment
  • Religious
  • Self-Promotion
  • Special Event
  • Training
  • Videos For Sale
  • Video News Release
  • TV Program (Broadcast)
  • TV Program (Cable)

The above list is based on the MarCom Awards entry ballot… these are the categories used to classify materials submitted for entry.

Additional Vehicles Not Listed Above

  • Sky Writing – you’ll see this in the summer above a theme park.
  • Banner Pulled By Airplane – great for summer beach.
  • Bar Coasters – smart to reach the drinking audience.
  • Airline Tray Stickers – decal stuck to the top of airplane tray.
  • Street Chalk – be careful with this one, some cities consider this graffiti.

Bonus Starbucks Coffee Company List

Here is a bonus list of vehicles we used back in 2004 at Starbucks Coffee. One of the projects I worked on was to consolidate the number of message spaces in-store to reduce the messaging to the fewer, more meaningful elements.

  • Food: Custom Pastry Bags
  • Food: Recipe Books / Cards
  • Food: Pastry Case Signage
  • Media / Press Kits
  • Food: Catering Menus
  • Happening / Community Boards
  • Menus (Take-Away)
  • Tumbler Art
  • Store Locator Brochures / Maps
  • Bag Wraps (Around Whole Bean)
  • Banner: In-Store
  • Banner: Parade
  • Banner: Booth
  • Banner: Street
  • Banner Topper
  • Black Apron Take Away
  • Coffee Floor Stand Insert
  • Coffee Floor Stand Sign
  • Coupon
  • Cube Insert (Acrylic Cubes/Tip Jar)
  • Direct Mail
  • Double Riser Wrap
  • Drive Through Magnet Strip
  • Extra Large Message
  • Extra Large Topper
  • Flyer
  • Food Case Magnetic Strip
  • Hang Tags
  • Holder for Black Apron Take Away
  • Invitation
  • Large (Window) Cling
  • Large Cube Wrap
  • Large Duetto Backer
  • Large Message
  • Large Shelf Skirt
  • Large Tent – Horizontal
    • Medium (Window) Cling
    • Medium Message – Rectangle
    • Medium Message – Square
    • Medium Message B
    • Medium Tent -Vertical
    • Pastry Case Magnet Strip
    • Pastry Topper
    • POS Rack Shelf Sign
    • POS Rack Top Insert
    • POS Rack Top Sleeve
    • Poster – Local Store
    • Poster – Retail North America
    • Print Ad
    • Rack Shelf CD Holder
    • Rack Shelf CD Sign
    • Round (Window) Cling
    • Sampling Calendar
    • Sampling Tray Liner
    • Short CD Backer
    • Small (Window) Cling
    • Small Message -Small Square
    • Small Shelf Skirt
    • Small Sweets Merchandiser
    • Small (Table) Tent
    • Spinner Topper Header (CD rack)
    • Spinner Topper Insert (CD rack)
    • Standard Cube Wrap
    • Standard Riser Wrap
    • Take-Away
    • Tall CD Backer
    • Tall Riser Wrap
    • Tray Liner
    • Partner (Employee) T-Shirt Art
    • T-Sign

    If you have other venues or vehicles, please submit them and I’ll add them to this master list.

    August 2010

    Nothing Worse Than The Wrong Problem Solved Properly

    2010-08-26T15:43:53+00:00 Categories: SandBlog, solve, think|Tags: , , , , , |

    “There’s nothing worse than
    bad coffee brewed properly.”

    That’s a quote by Tim Kern. He was a coffee guru at Starbucks Coffee. A long-time employee who was caught a the lay-off sweep a couple of years ago.

    The artwork is from a notebook Starbucks handed out to participants in a leadership conference. The notebook was sprinkled with quotes provided by partners (employees).

    Tim’s point… Garbage in equals garbage out. You can have the highest quality, best machine in the world, but if you fill it with bad coffee – you’re going to get a bad product.

    This is a challenge that happens with problem solving. The best people, using the best process, in the right place won’t made headway when they’re addressing the wrong problem.

    Sometimes we don’t spend enough time identifying the root cause of a problem. As a result, we do a really good job fixing the wrong thing. It ends up wasting time, money, and effort. Worse – thinking the problem is indeed fixed (a false sense of security) – the root problem has a chance to deteriorate further.

    The return for ensuring you’re addressing the root cause is worth the investment.

    Tips to Find Root Cause

    Here are a few articles I’ve posted in the past that will prevent you from properly solving the wrong problem.

    Is Your Service Language Calibrated?

    2010-08-17T17:42:01+00:00 Categories: grow, SandBlog|Tags: , , , , , , |

    “How do we define service at this company?”

    If you were to send that question in an e-mail to the person responsible for operations, the person responsible for hiring, the person responsible for marketing, the person responsible for sales, the head of your company, and a front-line employee (assuming these aren’t all the same person)… would they all respond with the same answer? Same words?

    Even if the answers are similar… close isn’t good enough if you expect to provide a consistent and quality experience for every single customer.

    If we were talking about a car part, you’d never expect the designer, the part manufacturer, and the specification manual to differ in their understanding or description of a specific part… It is surprising to me that we let service – a HUGE part of most of our businesses be treated with ambiguity.

    One of the challenges is that service is situational. Each customer needs to be treated as a fresh, new individual. Even regular customers aren’t the same everyday they enter your business. You can’t script conversation – employees need to quickly assess and react appropriately. So, that’s where service differs from a car part.

    One of the last projects I contributed to while working at Starbucks was the “Green Apron Book”. This pocket-sized booklet describes the language we calibrated at Starbucks. These became known as the “five ways of being” – the core behaviors/actions that ultimately provide the “Starbucks Experience.”

    First, we had to gather all of the different versions that existed. My colleague Jennifer interviewed people from all over the company… old, new, junior, senior, customers, vendors, you name it… She distilled the responses down to these basic themes:

    • Be Welcoming
    • Be Genuine
    • Be Considerate
    • Be Knowledgeable
    • Be Involved

    We then went further and added a bit of clarification…

    • Be Welcoming: Offer Everyone a Sense of Belonging.
    • Be Genuine: Connect, discover, respond.
    • Be Knowledgeable: Love what you do. Share it with others.
    • Be Considerate: Take care of yourself, each other and our environment.
    • Be Involved: In the Store, the company, in your community.

    The beauty of this new, calibrated language is that it is not prescriptive. You are expected to demonstrate these behaviors/actions, but how you do that is up to the individual.

    Every partner at Starbucks has access to the Green Apron Book and should be using it as a guide for “how we define service at this company.”

    How are you ensuring calibrated language at your company?

    Does this article look familiar? I original posted it on the MarketingProfs Daily Fix Blog.

    July 2010

    Gain Out-Of-This-World Marketing Advice From Galaxy Coffee

    2017-03-01T11:56:10+00:00 Categories: grow, think|Tags: , , , , , , |

    John Moore, the marketing medic at Brand Autopsy, has written another book that offers succinct marketing and branding advice inspired by working at Starbucks Coffee Company.

    It is called: Tough Love: Scripting the Drive, Drama, and Decline Of Galaxy Coffee.”

    Although… I’m wrong to call it a book… It is a screenplay disguised as a book. It wasn’t written to be turned into a movie, rather it is John’s remarkable way of offering a novel novel. It works.

    TOUGH LOVE… is actually a screenplay masquerading as a business book. It reads just like a Hollywood screenplay with standard script format, seven main characters, and two plot lines that tell the story of how a rags-to-riches entrepreneur finds success building a company (Galaxy Coffee) to be bigger only to realize, the hard way, that smaller is better.

    Inserted throughout the TOUGH LOVE script are breakout business lessons and thought-provoking business advice geared towards entrepreneurs and small business owners.

    In addition to loads of valuable, bite-sized, actionable marketing lessons, it tells an interesting story pretty close to what it was like working within the Starbucks marketing department at the turn of the century.

    Starbucks lovers and haters will find the read equally interesting.

    Behind the scenes

    Many of the character names are amalgamations of Starbucks marketers… Including (I’m honored to write) me! I’m disguised as Denny Williams. (That’s a combination of Paul Williams and Lisa Denny. Lisa was one of our favorite, and smartest bosses at Starbucks). John’s use of similarity to actual people make the read more realistic.

    I highly recommend downloading a copy of John’s marketing screenplay At $9.99 it is a steal! While you’re at it, check out John’s first book…Tribal Knowledge: Business Wisdom Brewed From The Grounds Of Starbucks Corporate Culture. too!

    June 2010

    Starbucks Continues Pursuit For Quality Coffee Products

    2010-06-16T12:49:17+00:00 Categories: grow, SandBlog|Tags: , , , |

    Starbucks is trying to repeat what brought them initial success as a company – taking a low quality product and offering a higher quality alternative.

    They started with brewing rich, bold coffee and introduced North America to European latte and cappuccino beverages.

    And recently, Starbucks launched a brand of instant coffee, Starbucks VIA Ready Brew that beats the taste of Nescafe and Sanka.

    Starbucks VIA

    [Starbucks VIA Ready Brew launched in the Fall ’09]

    Starbucks most recently announced the sale, in grocery stores, of pre-flavored ground coffee: Starbucks Natural Fusions. Ground coffee in three flavors: vanilla, caramel, and cinnamon. The difference from competing brands is Starbucks uses real ingredients (spices and botanicals) and natural flavors ground into the coffee.

    Starbucks Natural Fusions

    [Starbucks Natural Fusions launched June 2010]

    The Starbucks Coffee brand was built as an alternative to low-quality, lack-of-flavor coffee; instant coffee; and low-quality flavored coffees. Historically, instant and flavored coffee were the worst quality coffees on the market.

    I recently, harshly criticized Starbucks for the decision to sell flavored coffee.

    However, as I’ve thought about it… why not? Why shouldn’t Starbucks pursue these products?

    Whether or not you like the dark roast of Starbucks, they still raised the bar on coffee quality. And, by offering a high-quality instant and high-quality flavored – they’re following the same “better quality” approach they did with regular coffee.

    Old-time Starbucks employees and early-adopters seem to be the only ones shaken up by the idea of Starbucks selling instant and flavored coffee.

    Starbucks has always taught that the press pot is the best way to get the most flavor out of coffee. That hasn’t changed. What also hasn’t changed is that most customers drink coffee with milk and sugar.

    I guess some of us are disappointed. We were hoping that Starbucks recovery plan would be to rewind the clock, and…

    • cut out the fluffy drinks,
    • focus on in-store whole bean expertise,
    • re-focus efforts on brewing machines,
    • make customer experience high priority,
    • focus on being the coffee expert…

    But, I guess ‘expert’ also means ‘snob’ and that may be a turn off for the masses Starbucks is relying on to drive the business. Better to target the masses with instant coffee and flavored coffee and offer them a higher-quality choice.

    By the way, I was shipped a media kit to sample the Natural Fusions coffees. They were delicious. They tasted natural – no funky after tastes. I thought the vanilla was the best, but the caramel and cinnamon tasted great as well. Even better with milk and sugar. if you like flavored coffee – you’ll love what Starbucks is offering.

    May 2010

    Imitation Isn’t Always Flattering

    2010-05-26T13:21:05+00:00 Categories: SandBlog|Tags: , , , |

    While they say “imitation is the sincerest form of flattery” – a poor imitation isn’t much of a compliment.

    Pictured below is a StarBox Coffe shop in Tirana, Albania, sent to me by my friend Jasper.

    Star Box Coffe

    Here is a shot I found on Flickr of the same place.

    Star Box Coffe

    I think most consumers could tell the difference between a genuine Starbucks and StarBox.

    Besides, if Starbucks couldn’t win a court case in ’07 against South Korea’s Starpreya Coffee for trademark infringement – which uses the logo below – I don’t think StarBox Coffe needs to worry.

    Forget The Shark, Starbucks Jumps The Whale

    2017-03-01T11:56:11+00:00 Categories: grow, SandBlog|Tags: , , , , |

    Starbucks Coffee Company
    on Monday the 17th of May in the year 2010
    has “jumped the whale.”
    *

    Starbucks announced today they will start offering Starbucks Natural Fusions, flavored coffee beans in grocery stores.

    Starbucks Natural Fusions

    For those of you who remember when Starbucks was more about quality than quantity, flavored beans were considered the devil. If coffee was plotted on a Monopoly game board. Starbucks was “Boardwalk” and flavored coffee was “Mediterranean Avenue.”

    Monopoly Board

    Starbucks roasts its coffee darker than most – thus the nicknames: Tarbucks or Charbucks. Starbucks did this to draw out the natural flavors in coffee. Great coffee doesn’t need additives for great flavor, it requires the right beans roasted for the right amount of time. Great wineries don’t add apricot, honey, or oak flavoring to their wines; they grow, blend, and age grapes in a manner to draw out those flavors.

    Starbucks is dumbing down their coffee to make money in the flavored coffee category. Just as they dumbed down their coffee to enter the instant coffee market with their VIA product.

    It doesn’t matter if you’re making THE premium quality product. You could make the best quality, gourmet, all-natural, organic, fried pork rinds in the world… But, you’re still selling fried pork rinds.

    To drive sales, Starbucks should focus on the “specialty retailer” part of their business and improve the quality and experience in their stores. Starbucks used to be about providing a delightful in-store experience; hand-crafted beverages, community, quality.

    Starbucks wants to become consumer product conglomerate – with focus on getting their products in as many channels as possible.

    Last week I wrote about Seattle’s Best Coffee, Starbucks little sister brand, and despite a new logo – have no real news to share. Flavored beans and instant coffee are a perfect fit for the Seattle’s Best brand, and would be quite newsworthy for the brand. Let Seattle’s Best offer the gimmicky coffee, keep Starbucks premium.

    (I know what you’re thinking… Isn’t a dark cherry mocha Frappuccino a gimmicky coffee? Yes, it is. And the topic for another post! That’s how Starbucks is trying to be more like Dairy Queen than the king of coffee.)

    There is a decision-filter product managers and marketers often forget when there is an opportunity to make more money.

    “Just because you can, doesn’t mean you should.”

    Just because Starbucks found a way to make a higher-quality flavored coffee, doesn’t mean they should.

    The Phrase: Jumping The Shark (and Jumping The Whale)

    Jon Hein, the guy who coined the phrase, says that jumping the shark is the “defining moment when you know that your favorite television program has reached its peak. That instant that you know from now on… its all downhill… From that moment on, the program will simply never be the same.”

    Fonzie Jumps The Shark

    The phrase originated from a climactic scene in American sitcom Happy Days in September 1977. In this story, the central characters visit Los Angeles, where Fonzie (Henry Winkler), wearing swim trunks and his trademark leather jacket, jumps over a confined shark on water skis, answering a challenge to demonstrate his bravery. (Source: Wikipedia)

    *Here, with Starbucks dismissing one of it’s founding quality principles, a shark isn’t large enough marine life. Jump the whale is the scale. Particularly, for a coffee company named after a character from the book Moby Dick. In the novel, Starbuck was the ‘coffee-loving’ first mate.

    Seattle’s Best Coffee Announces Cart, But Where’s The Horse?

    2010-05-14T17:39:24+00:00 Categories: SandBlog|Tags: , , , , , , , , |

    On Wednesday May 12th, Seattle’s Best Coffee, announced the beginning of their “brand transformation” with a new logo that (as they put it) matches their “optimist outlook and simplified approach to great coffee experiences.”

    Over the next months and years, they plan to “show up in new ways and different places. Places where great coffee should be.”

    This tactic is premature and not customer-ready.

    Starbucks purchased Seattle’s Best in 2003. It was positioned in press releases as a way to offer coffee lovers a different taste profile than what Starbucks offers.

    The two key drivers for buying Seattle’s Best discussed within Starbucks were:

    • For their food service business, and
    • To have a sister brand – of a lower tier – that would allow Starbucks (the corporation) to open in sites not suitable for the Starbucks brand. (Keep Starbucks positioned as premium, yet don’t lose business in those other spaces.)

    Other than opening in Border’s bookstore locations, Seattle’s Best hasn’t done much during the past seven years.

    And, each time one of those “second tier” locations became available, a Starbucks was built instead.

    This has also helped to create a situation where consumers no longer see the gap of service / experience / quality between Dunkin’ Donuts and McDonald’s / McCafé.

    One of the original intentions was to not broadcast Seattle’s Best as a sub-brand of Starbucks… Rather to leave them perceived as separate and even, competitors.

    Other than making Starbucks seem even BIGGER and intent on taking over the world – there isn’t much value in promoting Seattle’s Best connected with Starbucks. So it makes no sense why Seattle’s Best is being promoted with the tagline:

    “The next big thing from Starbucks isn’t Starbucks.”

    Unfortunately, more than anything, Seattle’s Best is showing us what NOT to do.

    What’s Confusing

    • Why Should Customers Care? Other than a landing page, a new logo, and a homemade video – there are no other changes. Especially none that benefit customers.
    • Seattle’s Best has killed their own thunder. When they do make a meaningful change, it will be expected versus a surprise. They will “owe it to us” versus surprise and delight us.
    • The ‘hope it goes viral’ video featuring Seattle’s Best employees breaking into the bell tower of Starbucks headquarters and covering up the Starbucks siren logo with the new Seattle’s Best logo doesn’t make any sense.

      Covering up the old logo with a new logo is what businesses do when one business buys another.

      Based on this tactic – to the average consumer – it appears Seattle’s Best has purchased Starbucks.

    • [Starbucks Bought By Seattle’s Best?]

    • Why is Seattle’s Best being promoted as “the next big thing from Starbucks?” What good does it do to promote Seattle’s Best as a Starbucks product?

      Seattle’s Best was recently launched at the coffee brand at SUBWAY sandwich shops. The ads feature the old logo. It would seem to make sense to wait to launch Seattle’s Best in SUBWAY until after the brand transformation? Especially with exposure Seattle’s Best is getting of the old log in SUBWAY ads.

    What To Do Differently

    Seattle’s Best has no news now. Stop trying to generate buzz and excitement for something that doesn’t yet exist.

    1. Make changes that benefit customers. (A spiffy logo is not a customer benefit). Do something new, different, or better than now:
      • Better product,
      • Better prices,
      • Better environment,
      • Better service…
    2. Relaunch this new, different, better at all locations on one day. Surprise customers – like an overnight beauty make-over.

      I visit my Seattle’s Best location today and BAM! – there is a new logo on the building exterior, new menu boards, new cups, new logo on products, on the aprons, new ads, and SUBWAY locations change as well. All this unveiled the same day – all at once. Wow!

      THAT is a brand transformation!

      Instead, they’re are doing it piece-meal. Instead of a beauty make-over, we have to watch them slowly grow out their hair… So slow, will we care that it is happening (and I quote) “over the next months and years.”

    3. Until there is anything truly newsworthy to share – keep this information internal .

      • Focus on getting buy-in and participation from your franchise team.
      • Get your employees on-board and excited.
      • Focus on whatever it is that is going to make you better than you were – other than a new logo.

    What do you think?