What methadone has to do with brand architecture

What? Have I gone completely mad? Of course not. It was the client's fault.

So, I was on a conference call yesterday--with a client--and we were talking brand architecture and specifically we were talking about how best to bring an acquired brand into the company fold and fit it under the masterbrand umbrella. Did there need to be a transition plan? Some kind of dual-brand interim step. And, if so, how to execute?

That's when the client (once again, not me) brought up the methadone analogy. Was a transition plan not a bit like methadone, he wondered? A way to reduce dependence on the old brand, less painful than going cold turkey.

We had quite a time with this analogy. We talked about the dosage needed (how much of the old brand should be used in transition), we discussed the length of treatment and we finally thought about how the "patient" might choose a different course of treatment if he had to pay for it himself.

It worked for us.

Spread Joy

Create your reality

Not sure how or when I'll be able to use this to illustrate some strategic point. I just feel that somehow, sometime it's going to be perfect.

The bamboo sword

I listened on the radio this morning to a story about Japan's difficulties living up to its Kyoto protocol commitments to reduce carbon emissions.

One of its attempts to reduce emissions has been to fund an ad campaign exhorting people to disconnect the plugs of their electrical equipment when they are not using them.

I loved the comment of a Japanese environmentalist who compared this campaign with an older one the government had put out in WWII where it had encouraged its people to make bamboo swords to fend off the imminent American invasion.

An analogy I plan to use the next time I'm faced with a proposed action that seems a little short of what's needed.