When Should a Brand Consider Matriphagy?
Here are some telltale signs that it may be time:
- You’re competing with your own product lines (e.g., Kindle vs. print books at Amazon).
- Your brand feels irrelevant to younger audiences.
- You’ve seen a drop in engagement but are hesitant to rock the boat.
- Newer competitors are offering what you can—but faster, cheaper, or better.
In these cases, self-cannibalization isn’t risky—it’s essential.
Executing the Pivot: Key Principles
- Lead with narrative – Customers need a reason to believe. Share the “why” behind the pivot early and often.
- Phase, don’t shock – Sunset the old offering with grace. Offer transition paths, discounts, or legacy benefits.
- Listen & iterate – Feedback will sting. But your future customer base is watching how you handle the transition.
Example: Coca-Cola introduced “Coke Zero Sugar” and phased out “Coke Zero,” keeping the taste but rebranding it for clarity. It sparked backlash—but also gained health-conscious drinkers.
Wrapping Up
Matriphagy in marketing is not just a wild nature metaphor—it’s a bold business philosophy. The best brands don’t just evolve. They make deliberate choices to consume outdated versions of themselves to make space for the next wave.
Survival isn’t about staying the same. It’s about knowing when to let go—and having the guts to do it before the market forces your hand.
