…or more specifically, beware of “Jumping The Shark” in your marketing.
For those of you not familiar with the expression, “Jumping the shark” means…
“The moment of downturn for a previously successful enterprise”
(More details on the origin of the term in Tom Fishburne’s original post “jumping the shark”.)
Product proliferation (including mindless line extensions) and gimmicky promotions are one example.
Trendy “rebranding” exercises like this one…
“And so it came to pass: why Aviva is in the toilet – a sage of marketing ignorance and hubris.”
…is another.
In most cases, it all comes back to ignoring tried and tested marketing principles.
So, if it ever seems like a good idea to strap on the water skis and look for the shark…
…think again!