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Change is inevitable, but is it good? That depends.

Publication: Mississippi Business Journal
Publication Date: 01-MAY-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Generic, all-to-frequent advertising conversation:

CLIENT: "I want to change my advertising."

AGENCY: "Are your sales down?"

CLIENT: "No."

AGENCY: "Are you losing market share? Are inquires waning?"

CLIENT: "No."

AGENCY: "Then why do we need to change?"

CLIENT: "Because people are tired of our advertising."

I'm not saying that the general public doesn't get tired of certain ads, but from a marketing standpoint, we must be careful to not jump the gun. Remember, as a business owner, you are much, much closer to your brand than the general public. You will consider your advertising messages to be "worn out" long before anyone else does.

So, to answer the question...

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