Is It Time for a True Goodbye?
Ellen Kresky, Creative Director for Ben & Jerry's shares this: "One of my favorite things about Ben & Jerry's is that we're not afraid to acknowledge our shortcomings or failures to consumers. Take our Flavor Graveyard for example. We use it on our website, and you can actually go visit real tombstones at our Waterbury tour. The Flavor Graveyard features limericks to eulogize our flavor bombs. We even sell Flavor Graveyard t shirts. A few years ago we had a contest to bring consumers' favorite flavor back from the dead for a limited time in scoop shops. A lot of us were secretly hoping that a flavor with a low gross margin would win so that consumers would benefit in more ways than one. And our wish came true. For me, this is an example of contrarian brand management. Projects like this help continue to build consumer love and trust, and manage to do that in an un-contrived way that stays true to our roots."
I know it used to be a common practice for many multichannelers to take the time to have strategic post-mortem conversations evaluating a season's results by sales channels (retail, on-line and catalog) and by customer segments. Product visual boards would be created and the nuances of what worked and what didn't would be discussed along with promotional strategies and competitive tactics and offerings. In today's attention deficit business culture where every one is chasing the next new thing, I'm afraid these important cross-departmental meetings have morphed into line item reports read individually and acted upon in silos. The subtle underlying threads of what didn't work do not get fully analyzed and the real failure of this short cut practice is that similar mistakes get made again (and possibly again).
I am a proponent of serious, slow talk (like the Slow Food, Slow Travel and Slow Christmas movements!) post mortems where true learning and insights can occur. I have both led and participated in these with my clients and they work and are worth it. Stop and think time. Concentrated focus on the previous season's happenings both for your brand and your customers' experience with your brand. Free flow of information. Open agenda. Robust conversations. Potential surprise endings.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at firstname.lastname@example.org.