June 22, 2012 — So let’s say someone came out with a really delicious candy bar. That their candy bar was much bigger, healthier and tasted better than any other candy bar on the market because they filled it with (e.g.) triple doses of chocolate, nuts, berries and all sorts of other goodies!
This new candy bar maker, thinking they created a rare and good tasting treat, concluded that they could surely sell them to consumers and make a fortune! So they brought the candy bar to market in fancy wrappings and within short order consumers started gobbling ‘em up as fast as the new candy bar maker could put ‘em out.
The candy bar became so popular that soon consumers stopped buying their sweet treats from the ‘old timers’ in the usual small quantities of one now, one here and one there, etc., and instead started buying candy bars from the new kid in boxes of 7, 14, 21 or 28 and sometimes more at a time!
The new candy bar maker’s success did not go unnoticed. Across town, another go-getter decided she was gonna make a really good tasting candy bar. She tried a couple recipes, opened up her shop and came out with a chunk of candy that also blew away the long time established candy bar makers and consumers were gobbling hers up as well!
Competition being what it is and business folks wanting to get in on a good thing, others also jumped into the candy bar ‘game’ and before you know it these new candy bar makers were popping up everywhere. And as the decades passed they were selling 100’s of millions of dollars worth of their delights.
Finally the old timer ‘Brand’ candy bar makers who’d been churning out candy bars since the late 1800’s decided, in all their wisdom, that the ‘consumer has spoken’; and they, too, started producing a bigger and better candy bar.
Generations passed and all these candy bar makers had now (collectively) invested billions of dollars marketing (aka: ‘advertising’) their ‘sweets’ and had sold over 100 billion dollars worth of candy and their ‘biz’ was a global success!
So much so that ‘sweet tooths’ the world over shared the candy bars with their families, their friends, their neighbors, business associates, employees and even gave them away as gifts for (e.g.) honeymooners, etc.
Then one day, about 46 years after the first candy bar maker started the whole worldwide revolution, someone noticed a problem on the first morning of the first day of that year.
And that problem, after these candy bar makers literally spent BILLIONS of dollars to market (aka: ‘advertise’) their treats, is this: Not one consumer, in all the world, wakes up and thinks to themselves (or mentions to their better halves over breakfast) “By God, let’s go buy us some of those delicious candy bars today!”
And that my friends, be it candy bars or timeshares, is the epitome of short term narrow mined and greedy marketing (aka: ‘advertising’) tactics that never pays a dividend.
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