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Conclusion

Ralph Waldo Emerson said, “If a man can write a better book, preach a better sermon, or make a better mouse-trap than his neighbor, though he build his house in the woods, the world will make a beaten path to his door.” Emerson was a talented writer, but we believe his business insight was fundamentally flawed. If you build a better mousetrap, you had better make sure the world understands why it is better and where they can get it.

Franchise marketing is the communication tool that promises the customer, “We have what you need, and you can count on us to fill that need no matter which of our locations you go to.” There is usually a simple message at the core of marketing and a consistency in delivering on that message that embeds in the consumer’s mind as a brand. Examples include “We’ll change your oil in ten minutes,” “It’s time to make the donuts,” “Billions and billions served,” “We’ll do it your way,” “The Pepsi Generation,” and “Just do it!” Clearly, once a product’s marketing becomes part of a culture’s daily vernacular, spectacular success has been achieved.


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