"How do you know your new campaign won't suck as much as your last one?"
That was the big question on Monday when Wendy's International gave their fourth-quarter report on a conference call to stock analysts. When the analysts start asking about your marketing strategy, it's got to hurt.
The honest answer would have to be that they have no idea how good their new advertising is. It took them a full year to realize that their critically-acclaimed, red-wig campaign had failed with the masses.
I understand that advertising campaigns need some time to take hold. But this is fast food, not a considered purchase like a new car. If it doesn't move the sales needle within a month or so, that would be the time to start looking for a new answer.
Plenty of people will be questioning your judgment if you don't.