Description: If it ain’t broke, don’t fix it, is such a cliché that it has spawned its own cliché: If it ain’t broke, break it. Unfortunately, that’s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No. 1 in today’s marketing environment: fragmentation.
Date: May 10, 2012
Questions for Discussions:
- What is the fundamental strategic issue addressed in this article?
- How does the author suggest it can be resolved? Do you agree?