The Credibility of Business and Brand Maturity

One of the most important criteria for judging credibility is maturity. If you operate an established venture, you have a great deal of mature equity compared to a start-up. You may want to change your positioning or strategy after a Persona Inventory, but your company's years in business can still lend credibility to your new direction. You can gain extraordinary marketing mileage out of a well-established history. For example, IBM is undergoing major management, developmental, and marketing changes, but it will never destroy its hard-earned name recognition by creating an apparent revolution. The company is evolving its Persona. Start-up companies should avoid entirely the issue of age in their marketing. The best launch is nonlaunch. Don't announce grand openings, new products, or revolutionary services. They have no credibility. People don't want to be the first to try something new (with the exception of a very small percentage of techno-junkies, who enjoy buying into the latest idea). Even if your product or service is revolutionary, avoid radical marketing statements