Episode 22 – Be True, Be Consistent and Grow Revenue

The Marketing Minute

Some people really struggle with change. That struggle, in part, can be due to too many options and a lack of data to make an informed decision. "Doing the right thing is more important than doing the thing right,” said the renowned management guru Peter Drucker Apple, Chick-Fil-A, FedEx and Southwest Airlines are examples of brands that have evolved, but managed to stay true to their calling and ultimately grew record revenue. Their long-term success is an example we should all follow, but what was it that enabled them to be so successful? How they managed change. That’s the challenge in managing brand. Remember when Levi's decided to go into the high-end men's suites space? Or when Hooters launched its own airline? Both of these experiments met with flat success and soon collapsed. Levi and Hooters seemingly forgot about what made them successful in the first place: that unique double-helix brand DNA strand that no one else had. Companies like Southwest and FedEx grew their brand’s by staying close to their core values and the framework that made the brand successful in the beginning. For Apple that meant changing the world one person at a time and enabling them to be more productive with technology but not for the sake of technology. For Chick-Fil-A it meant evolving its menu but never losing sight of its core commitment to fast-food restaurant cleanliness, nice bathrooms and tremendous customer care and customer service. For long-term success, do innovate, do progress, do evolve, but don’t forget about the values, the framework –– that special DNA of your brand –– that has allowed your company to enjoy its success. Show off that DNA, cite it, embrace it, esteem it. Make sure all newbies know about it and that the veteran staff never forget it. Peter Drucker might say that's doing the right thing to enable your brand for long-term success. --- Support this podcast: https://podcasters.spotify.com/pod/show/the-marketing-minute/support