by Skip Cohen
I know everybody would love to just close the book on 2012, but even though we're almost half way through this new year, think about last year for a minute.
As you analyze last year, think about what you really need to do better, instead of blaming things on what you think is a boring name, logo or site design, the "frosting". So often we all do the same thing - we blame the challenges on the "low hanging fruit", the easiest things we might have done wrong.
Here are a few examples:
The list goes on and on, but blaming ad design, logos, company names etc. because you believe they're old, tired and "everybody's seen them" is your absolute last resort. Maybe you do need a makeover, but look at your execution of marketing projects, creativity and your skill set before you blame things like your name. Companies get tired of their look, advertising and tag lines and find the need to reinvent the frosting, often long before the public is bored.
I'm betting for most of you, these disappointing projects have nothing whatsoever to do with your actual branding, but your execution and brand awareness. Don't waste time with name changes, new logos and website designs if you haven't first defined your goals and your target audience.
Lauren Bacall said it all, "It's not an old movie if you haven't seen it!"
Photo Credit: © apops - Fotolia.com
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