- You confuse your customers. Your marketing messages should reinforce your brand. But if you try to please everyone, you have to either create targeted marketing messages that uniquely speak to different groups of customers, or sand down your messaging to create a common message that speaks to all customers. In either case, this creates confusion. Generally the only companies that do this successfully would be McDonald’s and even they had to close shops in Latin America this year…so it doesn’t always work – not even for them.
- You become less agile. Successful companies can quickly adapt and evolve – both their products/services and their marketing. But agility requires discipline. Sixteen years ago, Apple had a dwindling share of the computer market. By consolidating its products and focusing its marketing, Apple has become one of the most successful companies in the world.
Iolande V. Argent, PhD -
The Successful Business Diva
The Successful Business Builder
Argent Media Solutions