Is it time already for Apple’s Festival of Likes? You know, that annual event where people find it necessary to sleep on the floor of a mall in order to pay someone hundreds of dollars for a phone. Personally, I’m happy to stay in my own bed and be one of the last to get an iPhone, but I admire any brand that can keep its tribe coming back for more nights on the terrazzo.
What happens, though, when the lining up stops? What do you do when nobody cares about your pretty new phone or your concert tickets or your content? You look next door, that’s what. Smart marketers go to adjacent bits of the market to find new customers when share begins to slip or competition gets a little nasty. Brilliant marketers don’t wait that long and start working on their adjacency planning while the sun still shines. Read the rest of this entry »