That's one of my favorite lines, and it's a go-to analogy when I'm speaking to executives about the power of their brand. But for many commercial AV brands out there, the flip of the calendar is all too often met with the same boring and ineffective marketing and brand strategies utilized in the previous year. Let's let 2021, of all years, be when we break the cycle. As Tony Robbins said, "If you do what you've always done, you'll get what you've always gotten." This is absolutely true in marketing. Last year's strategy (among other things) has to stay in 2020. A brand refresh that you undertook five years ago is now five years old. We can all but guarantee that the audience has changed, and the communication tactics you have to utilize to reach them have evolved.
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