Friday, October 25, 2013

Re-Branding Yourself

Remember a few years ago when Taco Bell was being sued for false advertising over the percentage of beef content of the meat their used in their food. The claims were that their "Taco Meat Filling" was only 36% beef. The rest was fillers. Taco Bell fought the suit and it was eventually dropped. However, I feel like this was a lost opportunity for the folks at Taco Bell. Just think about the possible advantages for them to have gone along with the claims of the law suit.

1) They could have marketed their menu items as "vegetarian friendly." This would have brought in a number of health-conscious customers.
Come on, this food has to be fit for vegetarians!
2) They could have marketed their menu items as "diet food." I can't think of a time that I've eaten their food where I feel like I didn't end up losing more in weight than I ate after the subsequent trip to the bathroom. Possibly they could have chosen to market their food as a laxative in a tortilla.

Speaking of laxatives: Haribo Sugarless Gummy Bears. Just read the product reviews. I am surprised that they haven't already thought to embrace the reviews and repackage these gummy bears as some sort of stool softener.

Now that we've gone down this disgusting road, you may wonder how this applies to anything on this blog. Well, I'll tell you.

When I published The Complete Bubby Anthology, I decided to embrace the fact that it was not ever going to win any awards or land on the New York Times bestseller list. I've gone so far as to admit that the book "sucks."

So, unlike the aforementioned products, I've embraced the negative side of my book. However, I think my lack of sales results more from not re-branding the negativity as something strangely positive. Perhaps I'm struggling to identify a positive spin because I am too close to the project. So, if you have any ideas, let me know. I look forward to hearing from you.

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