On the Titanic, that is. An old, still vivid metaphor that captures the folly of managers who change things instead of fixing them. This month’s column in Canadian Business deals with McDonalds’ current travails, but also more broadly with what happens when a brand forgets what it means and tinkers itself into oblivion. I hope you enjoy it, and welcome your comments as always.
In other news, last month’s Planning for the Customer Journey workshop for the Institute of Communications Agencies seems to have been a success. I’m always nervous about new material like this, but a great group and some excellent feedback have encouraged me that this workshop is a winner. If you’d like to find out more about it and whether it’s right for your team, let me know here. I’d love to help.