by Dr Greg Chapman
If a business has a campaign that has been running a long time, there is a temptation to replace it even if it has been successful. There are many examples where businesses have thrown the baby out with the bathwater because they, rather than their audience, think it’s showing its age, and feel it’s becoming stale, and regretted the change. (New Coke anyone?)
The Energiser Bunny campaign has been around for over 25 years, and they have decided to give it a makeover, but without damaging the brand and its many fans. Do you think it works?
Have you an old campaign that you think needs updating? How could you refresh it without affecting your brand loyalty?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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