Marketing AT
These are some comments I made recently on the Alextech mailing list on the subject of why AT is not faring so well these days. If you want to read other people's comments, please go to this URL - http://groups.google.com/group/alextech 1st Post I do think AT is living in a dinosaur era when it comes to marketing - we get too precious about not giving the wrong message to people, that there is no message getting out at all! Sometimes I think we are writing our marketing messages for each other, not the public. It has to be 'so right' and not 'misrepresent' the work. In Japan I have decided to drop the name "Alexander Technique" and begin marketing it under a new name, currently applying for a trade mark. This is easy to do because this is a foreign culture, nobody ever heard of AT anyway, so why translate a rather difficult name for marketing purposes? Why not just invent a new name that resonates with consumers? Of course we are NOT inventing a new techn...