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We pass them daily...stark, brightly colored banners draped across storefronts, begging to be noticed. Usually, they come off as less a declaration than an apology, a desperate gesture meant to say “Hey, we've changed! Things are different now! We’re not those other guys...give us another chance”.
In truth, the sign is usually the only thing that’s different (aside from the owners on a rare occasion). The same indifferent staff, the same structural problems, and the same operating philosophy still remain. If a brand or operation has fallen so precipitously that there’s a need to broadcast to the world that they’re not those “other guys” anymore (either literally or philosophically), new management and a snazzy vinyl sign won’t bring people back. You need results.
A better approach may be to save the money, steel for the long haul, and be ruthless in the pursuit for real operational change. Because much like a torn dust jacket on an old hardcover, that sign will eventually will come down. And the story inside better be memorable if it hopes to be re-read.
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