Posted by Ray Haynes at 12:00 am on May 18, 2008 10 Comments
Now that I am in the private sector, I have learned an important
lesson. Last month, I was in Costa Rica on behalf of a
company that I have been doing some work for. We found that
one of our distributors had been taking our product and diluting
it. It still worked, just not as well, and our customers were
blaming us. To protect the brand, and the quality of our
product, we got rid of the distributor. The company had spent
a lot of time and money developing the brand, and had developed a
market share based on that brand. This distributor was trying
to take that brand, and sell an inferior product, trying to make a
short term profit at the expense of long term confidence in the
quality of the product. Our distributor still claims he was
making the product better. We thought he was sacrificing
quality. We just couldn’t let that happen.
You don’t need to rebrand a successful brand, but you do need to
ensure the quality of that brand.The most successful
brand of Republicanism in the last 50 years has been the Reagan,
"conservative" brand of Republicanism. Even Schwarzenegger
took advantage of that brand in 2003, runningas… Read More