Taking Advantage of a Crisis: Marketers Should Avoid Over-Hyping Around Trends

By Mark Skoultchi

May 4, 2009

I spoke with a reporter from the Dallas Morning News last week. He wrote a fantastic column (no longer in the archives, unfortunately) on the surge of marketing directed at combating the swine flu pandemic.

There’s a quote from me about resisting the temptation to be trendy. Naming consultants above all need to be wary of this temptation. Any new brand name that keys on a temporary trend risks becoming obsolete as soon as that trend fades away. This is particularly true in technology, where things can change in a heartbeat. But whatever the category, brand names need to have the flexibility to grow with your company (or product) over time.

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