I’m always fascinated when companies blame market conditions or competitor behaviour for their own misfortune. Fascinated – because, dig a little deeper and often their dilemma is a result of their own intransigence.
This article in the New Yorker recently revealed that the iconic Got Milk? campaign actually failed to reverse declining milk consumption and has now been all but scrapped. It’s a reminder to all of us who create and promote ideas that awareness (to the point of ubiquity), even for an idea that’s good for us and makes sense, is no guarantee of success.