Know-How Exchange : Branding

Hire an outside marketing professional to help you. I’m guessing the family has always made the marketing decisions. To break a rut, you need to do something different. Go to the experts listed on the right, click on there profiles and you will find top notch qualified marketers who will be glad to help you.

Best of luck,

Steve

Steve is right. This is one situation where you need outside help, because the emotional stuff of a family business may be part of the problem. It's not very politic to essentially tell a family member that he/she has been doing it wrong and it's cost you (and the rest of the family) a lot of money.

I've been involved with several family businesses, and the answers are invariably an application of sound marketing -- no more, no less. The key is having an outside expert who has "been there and done that" multiple times before, and who can give meaningful case studies and examples of how it's worked for others.

When you have that kind of objective input, it's usually easy to get everyone to agree on a common path forward. Family businesses are often the most enjoyable for a consultant. It's really a kick to see people "get it" when they realize how obvious the right path is, and how amazed they are that they didn't see it themselves.

Let me know if I can help. I suspect there are several on this list who can add real value to your situation.