Digg a little deeper.

October 15, 2010

Remember when Toys R Us launched their new logo? The letters were changed in spacing and colour, the quotation marks around the backwards R were dropped, and the star graphic changed so that it no longer surrounded the R. At the time they were going through a rebranding process, giving their retail locations a facelift and refreshing their product line-up. 

However, as this article on EveryJoe.com points out, the rebrand alone wasn’t enough to bring the retailer back into good light with customers who had been chased away by their crowded stores that were difficult to navigate, and rated badly in customer service. Toys R Us had acquired a reputation as the store that used to be the go-to place and used to be a one-stop shop for almost anything a kid could want. So while Toys R Us had freshened up their logo, many speculated that putting a fresh coat of paint on the surface wouldn’t be enough to cover up other deficiencies. 

dugg this article because it made me reflect on the difference between marketing and good marketing. This blog is all about going beyond a colourful brochure or a pretty website, to examine the foundation of a sound strategy, one that will seek out your target audience and pull them out of the consumer mix. Could you say the same about your marketing efforts?

How many times have you been caught ticking off the generic checklist of things to be done when a product is brought to market or a campaign launched? Perhaps you were working with tight budget restrictions? Or you got caught in the “this is how we always do it” vortex? Or maybe there was pressure on you from management for a quick fix? For these reasons many a marketer has found themselves hoping that the fabulous new creative they just launched brings in some fabulous results. And as many have learned, this isn’t enough.

Too often marketers address the low hanging fruit, sprucing up what’s easy and not especially time-consuming. Refresh the logo, change-up the webpage, or task the agency with developing a new ad, but leave the more challenging tasks such as market research and strategic goal setting for another day. An article like this one reminds us to take a step back and look at the brand as a whole and the accompanying strategic plan. With a big picture approach and strong foundation we can then identify innovative and creative ways to engage the target audience, unafraid to test something new until greater results are realized in the long-term.


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