Showing posts with label strategy. Show all posts
Showing posts with label strategy. Show all posts

Thursday, February 23, 2012

Should we let marketers be just fame whores ?

I want to believe as much as Tom Sullivan  in long term brand generosity & substance...In fact I always work with my clients from that assumption & mindset.
However, the thing is Kardashians, the last GOP darling or Lin sensations are the brands that suddenly get billions of impressions and are repeatedly grabbing the public psyche across all kinds of consumer segments or categories, even over a few months ‘s span; in fact I would argue that the most successful brand builders are the one (like Sir Richard) who can sharply focus on a brand for a launch, an event, build momentum & then drop it, move on to another story, another market like it didn't happen. Is there proven longevity or better performance for long term consistency or long term loyalty ?  besides. consumers are fickle, getting more & more ADD, more quickly bored, the average attention span is that of a text message or tweet: they demand to be fed with a new, shorter show, a new story, a new profile every week, every month, every year. We are living in the "Dancing with the stars" or "American Idol" of the day lifecycle.Marketers just need to come to terms with that reality and do the best job instantly, ready-to-eat fast food marketing…the dinner can't wait and is not even convinced that long term balance nutrition helps live better & longer. Long term view is a plus for a talented marketer but long term impact hardly appears in any corporate review or the most widely used ROI modeling research, let alone in advertising award circles or the digital agency narrative.
So, as an old school integrated marketer, I would settle for pragmatic & fame whore whilst keeping a 3rd eye for the more sustainable layer if it's within reach for the same price: that’s the stuff that will make my clients come back to me vs the next guy for the next step…while I keep driving them in the same right direction !

Wednesday, February 22, 2012

Welcome !

Hello !

This is all about sharing professional ideas, substantiated opinions & perspectives abou Marketing or  customer strategy, both from a strategic and implementation perspective..
We address questions that others don't necessarily cover or in a generally un-conventional. un-PC way, and from an integrated mindset: no digital ignorance nor obession here..., digital is only significant in the way that it has radically changed the nature and center of gravity of the relationship between cosnumers & brands...which is BIG but Digital is not an end , the relationship is the KEY & center of gravity of 21st century marketing.
We also believe that the key challenges that marketers face in this decade is all about achieving exceptional, sustainable, individual relevance for the consumer across all touchpoints. with maximum scalability and optimum ROI, from brand promise to enterprise delivery.The brand experience or " brand gap" between what the brand delivers through its organization, day to day retail face to face, online and contact centers... and what the brand promises through its advertising & other brand value proposition is the best starting point for achieving the necessary customer centricity transformation that will keep brands relevant in this new landscape.
Welcome and let's share, debate, argue and grow together !