By Robert Lawrence, President/CEO

There they sit entrenched in their foxholes; weapons locked, loaded, and pointed at their enemy – ready to fire should the other pull the trigger first. They can both see the sun setting on the virtual horizon and they’re both contemplating all the possibilities. Who will make the first move? Who might, out of fear, be the one to shoot into the darkness; perhaps with no provocation or cause, other than he was frightened and forced to make his move before it was truly necessary?

This battle isn’t over fighting terror, acquiring land, petroleum interests, or even religion. Believe it or not, many programmers and brand managers fight this battle over who will begin playing Christmas music first!

As a brand strategist, the most disturbing part of this is that rarely if ever, do the combatants fight as fervently for their true identity and brand, as they do over Christmas stunting. Let’s face it – call it what you want – but Christmas music is stunting and many defend or protect that position more than they do the position they hold for the other 320 days of the year!

If you truly, want to own the position, rather than worrying who will start first, then do something to take ownership.  On July 4th at Midnight, start playing non-stop Christmas music for the entire day, touting, “It’s Christmas in July!” While you’re at it, bring out Santa in a big red bathing suit and blow six inches of snow all over someone’s yard!  Who cares if it melts from the heat in a couple of hours! And you do this EVERY YEAR!. No one will ever be able to take the Christmas position away from you…no matter how much earlier they begin playing it.

Is it a bold move? Sure it is! But playing Christmas music 24/7 this early is a bold move anyway!  If it’s important to you – then shake the proverbial tree enough to make some fruit fall… and please, protect your regular brand in just the same manner.  Pick the battles that mean something toward the long term success of your brand but remember, you won’t stand for anything, if you put your name on EVERYTHING!

For more information call PMW at 1-760-731-1141 -  Experienced Researchers – Successful Programmers – Superior Brand Development