Trout to Carmakers: Stop Making So Much Stuff
Nestle, McDonalds, Bic, VW, and Daimler Benz all suffer from the same problem: marketing people with too much time on their hands. As Forbes' Jack Trout points out, there's nothing more dangerous to a brand than a marketing staff that can't leave well enough alone. It can take a company years to recover from a branding blunder. Mr. Trout sums it up in two sentences "A brand can only stand for one thing in the mind; the more things you try to make it stand for, the more the mind loses focus on what you are. Endless variations give marketing people something to do while they do long-term damage to a brand or a company." Are you listening, Rick, Tom, Alan, Dieter, Wendelin and friends?