Thursday, January 14, 2010

Why Hide It?

Why is it that sometimes a major change goes unnoticed? Is it on purpose?

I know that some people don't mention when they get a new haircut, or have a new significant other - sometimes that IS on purpose, to make sure it's going to work.

But if a business goes through something that changes that business down to the core of its very existance - how can they possibly think that hiding that change is a good thing?

Most companies go on the offensive if they change even the smallest thing possible. Massive publicity campaigns, new marketing, new logos, new colors, new anything that would let it be known that there has been a change.

But some companies seem like making changes known is an afterthought. Why hide it? Why not let people know that something is different? Why not be prepared to be able to do so?

Perhaps its my mindset that's clouding my understanding - my marketing brain cannot understand why a change for the better isn't plastered all over the world, why someone isn't standing on top of a building screaming the news.

Am I that messed up? I don't get it.

1 comment:

  1. Some businesses go on the offensive when they've changed nothing at all! Have you seen Radio Shack's new "The Shack" ads? It's a downright re-branding, and they're doing it ON PURPOSE!

    I worked for Radio Shack in Canada when it became The Source by Circuit City. THAT was rebranding - and it wasn't our choice. It took two years of hard work from top to bottom, and now that it's five years later and Circuit City is gone, the Source is just The SOurce now... And people STILL call it Radio Shack!

    It's nice when people notice the new haircut. But bigger changes often get ignored because, no matter what you do, if you're anything at all like you used to be, people willfully ignore the change because they've got a notion that works for them eithout effort.

    Sometimes it's less death and resurrection - and more witness protection program. I don't get it either. But it's certainly something to be mindful of.