Archive for November, 2011

About Dark Periods

I’ve been spending time thinking about a talk I saw Jeffrey Hayzlett present at the BMA conference a few years back. When he became CMO of Kodak in 2006, he spent some time taking the brand dark. Consumers appetites had shifted to digital cameras with video capabilities, and the race to product innovations was already full-go. Knowing that silence could act as a brand reset button, Hayzlett shut down marketing for a few months to spend time with his team, working up new ideas and developing new go to market strategies. When the lights came back on for Kodak’s marketing department, millions of consumers we drawn online gallery communities, new market-leading products and a fresh perspective on what consumers really wanted. About Dark Periods Getting stuck in the day-to-day, status quo, business as usual paradigm can create dangerous waters for any big brand. Large ships moving at high speeds are difficult to steer away from glaciers. The only way to avoid the eventual collision, is to stop, shut down the engines and plot a new course. When we marketers do that, we regain control of our ship’s velocity and direction. Moving forward without that control makes sinking imminent… nateriggsI advise mid-sized & large organizations on how to adopt and use social media to market through organizational culture and better serve their clients. I’m also a blended family dad who enjoys music, photography and distance racing. When I’m not writing here, you can find me writing over at the Content Marketing Institute. Like what you’ve read so far? Then why not subscribe HERE?Website – Twitter – Facebook – More Posts

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