I admit it: during the week leading
up to Thanksgiving, I fell for a network’s hype and watched a number of
made-for-tv Christmas movies. And I
realized something pretty quickly: they all started to look the same.
Some of the actors or actresses
appeared in more than one of the movies.
The plots were pretty similar and predictable (troubled Christmas
town/business looks doomed but is saved in the end by a seemingly unlikely source
and love interest). And three of the
movies I watched ended the exact same way: the camera gave a soft-focus shot of
a lit Christmas tree and then panned up.
The television network these movies
aired on proudly boasted having 19 new Christmas movies this year, but I felt
duped.
How often do we see organizations
do this: repackage the same product or service or campaign with a slight tweak
and hope that we, the consumers, don’t notice the lack of originality or
value? We believe it makes financial and
strategic sense to build new things based on proven formulas, but at some point
someone has to realize that consumers need more.
Are your “new” products or
campaigns reruns or truly unique and beneficial offerings? Will your market tune you in or out? If you’re repackaging the same old story, your
ending might not be as cheerful.
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