Magazine article Marketing

Why Yet Another Relaunch May Be Just What Your Brand Needs

Magazine article Marketing

Why Yet Another Relaunch May Be Just What Your Brand Needs

Article excerpt

Brand owners, it seems, simply cannot leave well alone. Every few months there's a re-fit, some added jojoba essence, a new flash on the pack or a relaunch. The dispassionate observer finds it puzzling.

There are two explanations for this frenetic activity and only one of them is respectable. The first is all about marketing directors and brand managers needing to be seen to be doing something (anything) before making their next confident move up the corporate step-ladder. It is entirely possible that the kind of management from which a brand would benefit most would be minimal management or even zero management; but this, of course, is not how career paths are blazed. "Congratulations, Dennis. I note that in your three years as VitaGel brand manager you've taken not one single marketing initiative. The job of marketing manager is yours - but only on the strict understanding that you pursue precisely the same policy."

The respectable explanation is all to do with cognitive dissonance. And to clarify matters, here is the world premiere of the communications equivalent of the phrase, "Have you stopped beating your wife?"

Let us pretend that you are my friend. And I say to you: "I have a theory about human communication. I believe that everyone, on being presented with a proposition, is initially moved to challenge it. Do you agree?" At this point, please stop reading and think. How will you respond? Do you agree - or do you not?

You see? Aha! Gotcha! If you said 'yes', you do agree to this proposition, then of course you failed to challenge it. That which you said and that which you did were diametrically opposed and irreconcilable. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.