When your product isn’t successful anymore, the immediate reaction is to reduce marketing expenditures or to try to regain market share. Neither will work. The best thing you can do is to go back at the time when the brand was invented and try to refine what your brand made successful. Take a hard look on what truly got you started, examine and refine your core brand and never forget the essential emotional connection your brand must make to each customer. If it doesn’t work on your own seek for help. Be true to what made your brand great and never lose sight of what makes you, your product and your service authentic and unique and remember: great brands aren’t reinvented, they are just continually improved and reinforced.
Anja Dhondt
http://smallbusinessonlinecommunity.bankofamerica.com/docs/DOC-1950
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