For many many years, what happens “behind the scenes” as far as product manufacturing is concerned has stayed behind the scenes, but in a world of transparency and environmentally-conscious (and friendly) consumers, stages in a product’s life cycle are coming to the forefront of communications. This week’s MYT interweaves three trends – transparency, corporate social responsibility, and sustainability – into one micro trend spotting: A product’s life cycle.
Monday, October 26, 2009
MYT 37 - A Product's Life Cycle
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Green/Sustainable,
MYT
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2 comments:
After this went out, we got an email from someone who's been in the advertising business for 25+ years. He reminded us that there's nothing "new" about a product's life cycle and that it's important to distinguish the product life cycle from the marketing product life cycle.
A product life cycle includes inception, development, maturation, and death. And a marketing product life cycle (and the reason we're all in this business) exists to find ways to reinvent the brand, to continue to give it life. Brands should not have a life cycle. We can't come up with ideas of the moment (because those will die), we must deliver in the long-term to ensure the longevity of our brand, and thus, a a long life cycle.
The point of the MYT was to call attention to a marketing tactic brands are using to ensure they have a long marketing product life cycle - they want consumers to know they care about each stage in the product's life cycle so that loyalty and love are built to sustain the brand for years and years to come, not just in the short-run.
What do you think?
[Comment on MYT 37 via Brad T in brand management]
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