Pluto: Not-So-Hot Marketer
I guess we’ve all heard that Pluto isn’t a planet anymore. What changed? Not Pluto. Our perception of Pluto changed. The reason? Scientists decided that Pluto doesn’t dominate it’s neighborhood — doesn’t have enough influence to clear other bodies from it’s orbit.
Perception is reality. One day you’re a studly planet, the next day you’re a lowly ball of ice.
The marketing strategy morals of the story?:
(1) Find a neighborhood to dominate and defend it (target your market).
(2) Change happens. Be ready to manage shifting perceptions so as not to be demoted to insignificance by your customers.
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