What a fresh topic can do for an old brand

57825359In 1973, at 1,450.58 ft. and 108 stories, Chicago’s Sears Tower was the tallest building in the world — an irresistible topic.

But over time, topics fade and don’t create the same excitement they once did. The Sears Tower experienced this as other buildings around the world were constructed taller and as new attractions were added around the city. And while still a fantastic experience (drawing more than a million annual visitors), the “tall building” topic had grown stale.

All that changed, however, with the recent opening of “The Ledge” — a pair of glass balconies that give visitors the sensation of floating over the city. Now, everyone’s forwarding pictures to their friends, debating how nerve-wracking the experience would be, and making plans to visit the tower.

The Lesson: No topic lives forever. What would adding a new seating area to your restaurant, a new product to your lineup, or a new perk for your best customers do for your word of mouth?

Photo credit: Image from Gawker, via Getty

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Comments

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