Is Constant Reinvention a Must?

| Posted: 31-03-2008 | Comments: 0 | Views: 9 | Rating: (50)

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Re-assessing and reinventing products and services have become the way of life of many business owners and companies nowadays. Big companies are even shelling out much of their resources to revitalize as quickly as they change their suits and shirts.

Why? Because most companies believe that rebranding and repackaging their products can gain them higher visibility especially that many firms are now able to produce the same benefits and value to their target market.

However, here lies the error of most business organizations. In their fervent pursuit to conform to the current trends, companies don’t see that often, rebranding or repackaging may not be the miracle drug that you expect it to be.

As a business owner and marketer, you must understand the solution you’re trying to provide your problem – Will it really fix the problem? Or will it just stop the bleeding for a moment, but then continue to flow until there’s no blood left in your body? If this is what’s happening to your products and services, then you should probably avoid reinvention as it will only give you futile results, not to mention that you just wasted your resources.

Re-assessment for example may not be the solution to your marketing campaign such as your full color flyers. If your advertising flyers do not work the way their supposed to, even if you’ve hired the best flyer printing firm to do the job, then you have to look at the inner picture.

It may be that the core of the problem is rooted to a much deeper factor. In fact, you might want to try to look at something much serious rather than the superficial elements. You probably should consider re-evaluating your organization’s practices, issues in your customer service, your actual product or service, and if you are able to deliver what you promised.

The bottom line is if you want to reconnect with your target market, no amount of repackaging can actually help you if you forget to include in your evaluation the core issues in your business. The latest gadget or even the newest marketing invention may not be the answer after all.

The point is that we’re so busy looking at the outside that we forget to analyze what is festering inside. You need to re-assess internal operations and methods to see what is really happening to the business.

For one thing, feedback from your target market can help you examine your internal issues. If you want to know what’s going on, you must be prepared to use your resources to do so. This is one time that your money, time and effort would not be wasted, especially when done right. Who knows, maybe what you hope to reinvent and repackage can better serve you when you leave it alone and allow it to do their work before you sack them.

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About the Author:

Janice Jenkins is a writer for a marketing company in Chicago, IL. Mostly into marketing research, Janice started writing articles early 2007 to impart her knowledge to individuals new to the marketing industry.

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