It’s an amazing time where day by day technology delivers fantastic (favourite word) new tools and sources to enable us to discover answers, gauge opinion from the masses and more often than not get solutions to our needs in the moment all demonstrably putting power in the hands of the people - so its all good news, isn’t it?
Well, maybe, it’s only logical to presume that there are consequences of this progress, of this growing phenomena. Having access to perhaps nuggets of information not knowledge, a microscopic focus, not the big picture, Fast fix, short term, constant punchlines, but no narratives… Scratching an itch but not washing the dog. - You get the idea.
Perhaps that sounds a little damning of what really is an amazing time.
but maybe someone left the door open,
forgot to put fuel in the car,
Because all of these tools, are just that, tools, mechanisms there to the launch work to promote, measure, nurture, and build the brand, so the question is where’s the brand, who’s the brand guardian, where’s the marketing plan and where’s the marketing fundamentals.
More and more we are seeing companies armed to the hilt with these facilitating tools and launching themselves into activities with vigor and often gay abandon, and it’s great, but all this activity might well be burning bridges, not building brand, more often than not being delivered in fire fighting style, ad hoc.
Marketing after all is and always has been the combined force of multiple activities crafted to sing from the same hymn sheet in perfect harmony, lifting the brand in chorus, nestling deep and warm in the heart of the prospect.
Now I don’t mean your logo, I mean your brand - your unique corporate personality, an amalgamation of a whole host of ingredients to create a memorable feast - who you are.
Ok, not every company can afford a senior marketing team to develop, deliver and maintain but there are ways that the ‘knowledge gaps’ can be filled so that your teams energies and can be supported and directed to greatest affect. It is a brilliant time – but check the marketing fundamentals, ensure every element of your marketing consistently carries your own corporate personality in a coherent dynamic fashion, and you’ll reap the rewards.