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Yesterday's Money section of USA TODAY featured an interview with Boston Market CEO Lane Cardwell. What I found interesting was that his first response to USA TODAY's marketing reporter Bruce Horovitz's questions could have been ANY CEOs answer today:
Q: Boston Market sounds about as contemporary as Bob's Big Boy. Can you fix that?
A: You're probably right about our image. We have to fix the way people view us.
Q: How?
A: We can carry forward the vision that founder Scott Beck had when he changed the name from Boston Chicken to Boston Market
Q: What's Boston Market's biggest problem?
A: People forget about us.
Q: What's the best way to get people to think of Boston Market?
A: You have to come up with big ideas to let people know you're out there.
Q: Any signs of the recession easing?
A: No. Following the Fourth of July, the whole industry reset downward. … It's not going to get better until people quit reading about people losing jobs.
Q: Any supersecret new products on tap?
A: We need to make sure that we do a better job on the products that we already have.
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
Tom,
Great to visit your blog. I've been snooping around some! Thanks for your level headed approach to biz and the perspective you share. I shall visit much more...I hope you don't mind
Posted by: Joker Grunt | September 30, 2009 at 10:09 PM
Hey, Tom. Thanks for the post.
In my own point view, Cardwell provided a good answer when he was asked about Boston Market's biggest problem.
I guess that if you do not allot time and effort to invest in advertising and product knowledge initiatives, consumers will ultimately consider you obsolete.
Keep those posts coming!
Posted by: Strategic Growth Advisors | September 30, 2009 at 10:30 PM