June 29, 2015

The Secret

So now we know the secret.

You saw the Disney example ... they leveraged an "omnichannel" approach in the 1950s ... THE 1950s!!!!

The Disney secret was easy to identify ... use the "brand" as the connection between numerous mutually exclusive spending opportunities.

The reason the omnichannel approach doesn't work for our businesses is also simple ... we use the "brand" as the connection between numerous activities that lead to (usually) just one spending opportunity.

In other words, the Disney example has worked for more than a half-century because of a diversified portfolio. Meanwhile, we've put all of our eggs in one bucket - same merchandise in all channels at the same price with the same promotions and same creative. Our implementation is fundamentally different ... and the difference explains why it doesn't work.

We now know the secret to success.

Let's go do something about it!