I seem to look forward to coming up with a witty title more than coming up with the meat of the post. Maybe that's because I rarely know how the post will unfold as I start typing. I can't help but think how excited I am to be at the end of another module, only to be starting a new one soon. Finishing off a big paper means getting ready for the next one, just like cleaning up after a big marketing event means starting final details of the next big event. I wonder how many of us have already planned something big for when we finish this program in January?
And yet you didn't think I was talking at all about IMC. If your message isn't consistent first, how can then end bring you back to the beginning? The glaring mistake by each of our three case studies, was not bringing them back to the beginning, but trying to become something they were not. Something their customers did not see their brand becoming. Trying to revolutionize their home niche, instead of letting the customer ask for it. We see it all the time and don't always notice it, but how often do re constructing our brands really lead to a positive new place. But when customers ask us to change, they are already there waiting for us to get back to the new beginning.
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