Britney Spears has done it. Madonna is known for it. Jennifer Grey (famous for the movies “Dirty Dancing” and “Ferris Bueller’s Day Off”) should have never done it. I am talking about reinvention, something that is part of life even if you’re not a movie star or pop princess. For both businesses and individuals, not only is this a part of the life cycle, it’s an essential part of survival. This is more obvious now as people are trying to survive and thrive in the New Economy.
The reason some have been more successful than others at reinventing themselves goes back to a key marketing principle: CONSISTENCY. If you take a closer look at the careers of Madonna and Jennifer Grey, this is the key difference between the two. Madonna has gone through many metamorphoses over the years, from what she wears to the music she sings, yet she has never lost sight of the personality and energy that made her famous in the first place.
On the other hand, Jennifer Grey, after several successful movies in the ‘80s, changed the one thing that made her identifiable and different from other actresses: her nose. Do most people even realize she was in other movies after “Dirty Dancing?” Don’t get me wrong, her nose had nothing to do with the talent that made her successful in the first place, but it was what made her different, relatable and recognizable.
The moral of the story: change is good, but don’t change the thing that makes you identifiable to your audience (or customers). What are you doing to reinvent yourself during these turbulent times? How will the changes you are making affect how your current customers identify you or your company?
Megan Lane is an Account Executive for Imagine Marketing.