Blaspheme. Blasphemer. Heretic. But in reality, integrated marketing over yhe years has grown to become a product or brand's life support system, artificially sustaining life until someone pulls the plug by switching agencies, jettisoning or divesting the brand to others who will go through the same process. Integrated marketing dulls the senses and slows the pulse, deadening the marketer's awareness to the fact that in all of these years, no one has actually figured out what consumers find most compelling that best differentiates the product or brand. It couldn't be advertising, because far more advertising is forgotten than remembered. It could't be integrated marketing. Reliance on integrated marketing is an adiction to the artificial life support system.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?