Katya's Non-Profit Marketing Blog
Getting To The Point

The old/new trap

A lot of people think old is good. 

“We should do this because we’ve done it every year.”

This is how you end up with an Oldsmobile-style marketing strategy.

Not good.

A lot of people think new is good.

“We should do this because it’s new and different.”

This is how you end up with a “this is not your father’s Oldsmobile” marketing strategy.

Old and new are not ideas.  They are substitutes for thinking.  Don’t make decisions based on what you’ve done in the past or what looks good in the future.  Make them based on what’s relevant to your audience now.