Rethink How You Think
In all of the brand turnarounds in the chapter, clear, constant change and improvement has been a must. Several of the brands that experienced some of the hardest meltdowns were those that blindly focused on the bottom line and reducing costs while the customer was neglected and their changing needs ignored.
Whether yours is a megacompany or a small business, there are many ways you can improve and reinvent your brand and move it toward recovery. To get your innovative juices flowing, here are 15 questions to get you started:
1. How has my market evolved?
2. What are my customers’ new values: the environment, safety, privacy, something else?
3. How do my customers align with my core brand essence?
4. What are their new needs, ...
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