Friday, February 25, 2011
Why Polar Bears?
Remember the cola wars? It is still going on. But not like in the late 80s and early 90s. Pepsi verses Coke. Personalities verses Bears. Remember for Pepsi, Davis Bowie, Michael Jackson, and Britney Spears. Each one launching the campaign like a rocket, only to have it blow up on re-entry. Meanwhile Coke kept running out those adorable bears. Sometimes even adding a baby bear. Steady consistent, positive marketing.
So Apple shareholders want to know what the continuity plan is when Apple’s big personality Steve Jobs steps down. I seem to remember him retiring some time ago and Apple taking a huge dip both in product and loyalty. Steve Jobs returns, they sky rocket to the top, iPhone, iPad, Apple TV, it goes on and on. Can Apple survive the coming collapse? Will there be one? Can they find a new personality to come out of the shadow of the black turtleneck?
So, is your company marketed by someone’s personality, or a bear? Is your marketing a rollercoaster or a trolley? Do you have a continuity plan or does your business survive because you do? What can you do to add consistency to your business and your marketing plan?