Imagine for a minute that you were the CMO of any fast food chain other than McD. The industry leader has just announced that they are going to start putting calorie labels on all their menus. What do you do now?
Well, first off you start trying to explain to the rest of your senior management why you’re behind the eight ball. And then, you all start working on a plan to catch up. Of course, you never can really catch up because you have lost the opportunity to lead.
By being first, McDonald’s was able to plan. Not only plan the announcement with all the attendant hoopla in the press, but also think about their menu strategy going forward. For example, is it possible they are ready to introduce some new menu items that are better calorie choices that they’ve been quietly testing? It’s not only possible, my guess is it’s probable. And while you’re trying to guess what they’re up to, don’t you think they may have also been looking at ingredient alternatives that will lower the calorie count of some of their current offerings. Being first is huge!
At Barkley, we think it’s critical for our clients to lead—to be first! And, to that end, we are involved in a lot more than their advertising. We work together with our clients to find the next big idea—the next game changer—that will let them be the leader in the minds of their customers and prospects even if they’re not the biggest in their category.
And when it comes to market leadership, we don’t think of it in terms of share. We believe that the definition of a market leader is THE ABILITY TO PUNISH YOUR COMPETITORS!
Let us have the opportunity to show you how we can work with you to be the true “market leader.”
Photo credit: Judy Rybarczyk