The movie “The Artist” is an excellent illustration of how changing times and changing customer demand can leave behind those who refuse to change with them. Those companies that don’t see / don’t understand the way public tastes are changing, and those that simply refuse to evolve themselves to respond to these changes are at risk of losing business or being left behind.
In “The Dark Knight Rises,” Bruce Wayne / Batman learns a valuable lesson about how dangerous complacency can be, as he is completely unprepared for the threat that is Bane. The lesson learned by Wayne is one that applies equally to franchise systems and other businesses: overconfidence and complacency can be hazardous to the long-term survival of the system.
A recent story in Inc. magazine talks about McDonald’s advertising campaign for the McRib sandwich as a good example of great marketing.