07-29-2009: Beware of Quick-Change Artists MEMPHIS, TN (WKNO) - Beware of new advertising agencies, new marketing officers, and advertising managers who arrive on a new scene assuming a mandate for change. In some cases, newcomers change simply for the sake of change, often because they don't see the powerful equity a brand may have in its current brand or slogan. Worthless word carpentry. Sometimes new agencies or ad managers just mess around with a new thing because they don't understand when less is more. Make sure what you are getting is better than what you already have.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO