Do you use the salt and pepper test?

Categories:Branding, Leadership
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It is a test that was taught to me by my good old Dad…

Look constantly at whether the business, whether the processes, whether the systems, whether the products and services are…

Either complementing or supplementing otherwise they have become salt and pepper…something added out of habit or without assessing whether it is actually required

Too often to increase volume, increase profit, to create sales we add salt and pepper products…line extensions, other brands or complexity without thinking whether this is complimenting or supplementing the brand. 

If it is then the volume etc will come…..because it is creating value which customers want to buy…

If it is a salt and pepper solution to a short term problem..it will destroy value as it is diluting the brand.

So think about why you need an extra process, an extra line extension, an extra management level….is it masking an underlying brand problem or does it pass the salt and pepper test?

Author:
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

0 Comments

  1. andrewtsmith@xtra.co.nz'
    AndrewReply
    January 24, 2013 at 10:40 am

    Thanks Anna… A good lesson

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