I saw this today on the Small Business Blog....talking about missing the boat!
If you want the skinny, the article essentially says you must advertise to stay in business. It goes on to make reference to the $150 million Coke spent last year to keep their product on the consumer's radar screen. Sorry, but the advertising didn't sell any more drinks. Even the Coke folks will admit that the Super Bowl ads they produce don't sell one additional bottle/can of Coke!
In Coke's case, the brand is super well established, it's safe, secure and just part of the American way. So, unless they really screw it up somehow, they will continue to sell Coke. On the other hand, they may never again see any substantial growth, unless of course, they start spending some of those ad dollars to reenergize the product, or the DELIVERY of the product....my opinion.
I hope the folks at Small Business Blog don't take this personally....but, wake up! Please don't lead us down the same worn out-path. We've been there, done that.