Back in the day, small biz owners thought they were über-clever when they named their buisness something like ‘AA Plumbers’.
It was a telephone strategy so that they would appear first in the Yellow Pages or other directory listings.
Flash forward to today and see what the market thinks about Yellow Pages. They make YouTube videos mocking the wasted marketing dollars.
While it’s easy to tsk-tsk thousands of businesses whose names start with AAAAAAAAA, pause and make sure you’re not doing the same thing. Are you writing web copy solely for SEO and not people? Are you clamouring for Facebook likes? Are you spamming inboxes with irrelevant messages?
There’s a difference between marketing tactics, marketing strategy, and marketing philosophy. Don’t get them mixed up.
Things change. Your success today doesn’t necessarily mean you’ve built a long term brand. Remember these words from the movie ‘Patton‘,
A slave stood behind the conqueror, holding a golden crown, and whispering in his ear a warning: that all glory is fleeting.
Don’t make ‘core DNA’ business decisions based on today’s business fad. You’ll eventually regret it.