The Choices We Make

I know that I am exactly where I am because of certain choices I have made. Some of those I can trace back nearly 20 years. Certainly others’ choices have factored into it. But how I chose to respond, behave and act put me on one path or another.

The same is true for your brand. Its success or failure is based on certain choices you have made when facing a variety of decisions. And if we could all accurately predict the future, selecting one option over the other would be that much easier.

Maybe you don’t need a crystal ball, however, to make a good guess at where your decisions will lead. Sometimes, it just takes a little bit of extra thinking and analysis. For example, when Apple suddenly dropped the price of the iPhone by $200 just a few months after its launch, the company should have easily predicted that those who had purchased one of the gadgets would feel like they’d been duped. Instead, they waited for their customers to complain loudly before responding.

Think about all of the choices you can make about your brand:

  • Price changes
  • New products or extensions
  • Product deletions
  • Packaging modifications
  • Component changes
  • Re-formulations
  • Cost-cutting measures

Before you select an option, play it out with some people. Use a whiteboard. Get feedback. Consider what the various reactions would be from your customers, competitors, suppliers, ultimate consumers, employees. Do you like what those reactions will most probably be? Are they right for the long-term health of the brand?

The more consideration you give to the choices you make, the better those choices will be.

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