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So, did the new logo create new customers for RadioShack? The obvious answer is, no. At this same time, this should not discourage you from changing your logo. If your logo is ugly, old fashioned, or inappropriate – by all means change it. But if you do – unless you also improve your product and improve how you do business – don’t expect the new logo to transform your world. HN

Fiddling While Brands Burn morgan spurlock tried to live on a diet of solely McDonald’s food for one month. Super Size Me – his life and death travail captured on film – came out in September of 2004. After ten years of denial and ‘public relations’, the November 2014 results came in: US sales were down 4.6%. And now McDonald’s finally realizes that there may be a problem with the food itself. Maybe. They’re not quite sure yet. But why did they do nothing for so long? Like R.J. Reynolds, perhaps McDonald’s dreaded the reality of what their actions might reveal. So to protect their world view, they left all stones unturned. They failed to go out and look; they failed to accept the facts that Spurlock revealed; they failed to uncover problems that threatened the well being of their company; and they failed to act. Are there any other businesses guilty of this? How about the entire Music Industry? They blame iTunes and social sharing for their woes. And they may have a point. But let’s get real: there is no room in their business model for innovation. So the power has been transferred to the hands of independent artists, who now have the production software to produce songs in their living rooms – circumventing traditional distribution. And nothing will change unless the executives who run the labels stop promoting Muzak with Cheez Whiz and start looking for the extraordinary and the exceptional. Anybody else? Consider the sad story of RadioShack. Here’s what Bloomberg Radio with Craig Johnson reported on January 16: At one time, the stuff RadioShack sold was really cutting edge. It did sell the first personal computers. It was an early seller of mobile phones at a time when you still had the big chunky products. These look so obsolete now, but at the time they came out and these were hot, cutting-edge products. The time has passed for this kind of stuff. There are a couple of issues: First, they sell commodity products that you can now buy online easily. Second, most of the stuff sells at places like Walmart. The two trends have killed it, [but ] … HN hownet


HOWnet Magazine March 2015  

The webzine of HOWnet, aimed at assisting wireless companies worldwide increase their sales, increase their ARPU, reduce their COA, and impr...

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