Change, like candy corn, is only good up to a point

In my recent post about changing your mind, I discussed how to address failure by changing your mind about what you want to achieve and then following accordingly with action.

One thing, though: too much change can do as much damage as not changing at all.

Think of it like the candy corn that we, OK I, enjoy this time of year.  A little is good.  A little more is better.  Too much is kinda gross.

Part of using change in marketing hinges on when to stop changing

Citibike: A Marketing Opportunity Revisited

Now that we New Yorkers have lived with Citibike for nearly a year, it seems like the time to revisit two posts I wrote nearly two and a half years ago about how brands could use the service as a marketing channel.  One post was serious, the other...not so much.

To recap the Citibike saga, the service launched in May of 2013 after some delays stemming from teething problems and Superstorm Sandy.  New Yorkers and visitors quickly embraced the service, which allows members to borrow bikes for up to 45 minutes at a time from over 300 stations in Manhattan and downtown Brooklyn.  However, Citibike has faced adversity as well, including losing money at an alarming rate.  Some called it winter.  Disclosure: I am one of those nuts who rode on chilly days.

The Wall Street Journal said "Finding additional sponsors has proved challenging because the program has become so closely associated with its eponymous supporter."  So, what could Citibike do to engage marketers?  Or, put another way, what opportunities could marketers exploit with Citibike?