Working to create something from nothing at start-ups during the Internet boom some days a valued colleague (with whom I shared more than one), and I would find ourselves saying:
"This is REALLY hard".
This past week multiple CNBC news stories have reminded me that business challenges come regardless of whether you are a start-up or established company and brand.
1. Health Sports Inc. Maker of Enlyten(TM) Sports Strips(TM)
Darren Rovell story today on new entrant Enlyten(TM) with its electroylyte replacement ingestible strips that compete with heavy weights like Gatorade. Story reports colleges with existing sport drink manufacturer deals are being "discouraged" from talking to the Enlytyen folks. Video is here.
2. Hyundai Efforts to Change Brand with ThinkAboutIt.com
Autos reporter Phil LeBeau described how having worked to improve quality challenges now Hyundai needs to change brand perception. He reports on a new "Think About It" marketing campaign. Concludes by predicting Hyundai will have to launch a new luxury brand as Japanese auto makers have done with Acura, Lexus and Infiniti to succeed. Video.
3. Delta "Tray Chic"
October 3 story describing a Delta airlines "experiential marketing" campaign that involves offering up-scale food menus.
"The meals will be introduced next month, and by next spring, they will be available on all flights of approximately 750 miles in the contiguous United States. Items will sell for between two and ten dollars."
With my interest in architecting online interaction Delta's focus on "interaction with the product" caught my attention:
'You've really got to talk to people and interact with them face to face. It's not about just ads any more, or advertising or posters. They really want to interact with the product," said Vincenz."
Based on my August experience delivering a passenger to Delta's JFK economy check in Delta has more work to do than improving meals. Lines were chaotic. Inadequate staff, self check in terminals and signage to make clear where you should go. It was a zoo. We have to repeat the process around Thanksgiving. I'm NOT looking forward to it.
The Enlyten (TM), Hyundai and Delta stories provide considerable food for thought. My bottom-line today though is that as the challenges keep coming in this competitive environment (regardless of an organization's growth stage), recognizing those who can successfully innovate in organizations, and rewarding when positive results appear, are really important.
~ Jenny Ambrozek
