Marketing is a force for good in the world – my marketing manifestoPosted: May 12, 2018 Filed under: being human, marketing 1 Comment
I believe marketing is a force for good in the world.
Marketing as a discipline has a pretty bad PR problem, though. People love to hate marketers.
And it’s completely understandable. Years and years of bad marketing have convinced people that marketers are just out to raid their pockets.
That’s not necessarily the case.
Marketing connects you to things that make your life better.
Essentially, marketers help you solve problems and meet needs.
Marketers dream up products and services and determine what price the market will support. Marketers get solutions in front of you when you are trying to solve problems or find joy. And the branding side of marketing ties products to companies so they can be held liable for damages if anything goes wrong.
But there is a lot of very bad marketing out there.
Poorly targeted, interruptive ads remain exquisitely painful, especially on the internet. On the flip side of that, hyper-targeted ads based on deep data make some people even more uncomfortable.
So naturally people judge all of marketing by the worst of its practitioners, even though they may not perceive the positive influence marketing has on their lives, on companies and on the market.
But here is the thing.
If we commit to doing good marketing, we have a chance to repair marketing’s reputation.
With that in mind, I’d like to share with you my vision for developing truly good marketing programs that achieve results.
This is my marketing manifesto.
- Marketing is a force for good in the world.
- Good marketing puts the customer and audiences first.
- Good marketing honors the public’s trust.
- Silos equal death for good marketing. Integration is life.
- Too many cooks in the kitchen kill good marketing.
- Too many chefs but not enough cooks in the kitchen kill good marketing.
- Good marketing links every single tactic to a specific goal and strategy.
- Good marketing is highly targeted.
- Good marketing communications are based in action.
- Good marketing takes advantage of primary research at all levels.
- There is no boring in B2B.
If marketers adapt these concepts, we have a chance to build a better relationship with the general public that will result in increased trust in our messages, and more success for the companies we represent.
Audacious and authentic — a case study of Kesha’s strategic launch communicationsPosted: August 30, 2017 Filed under: marketing, PR, Uncategorized 2 Comments
When strategic marketing communications get great results, whether the results are in changes in perceptions, increases in sales, or both, my heart sings.
And we witnessed a great example of that this summer as Kesha launched her new album.
Read my case study of her team’s work here.
And here is a huge thank you to Gini Dietrich and Laura Petrolino at Spin Sucks for accepting my guest post.
Commitment to customer experience: true leaders make us all part of the teamPosted: October 16, 2013 Filed under: marketing | Tags: Customer experience, Customer service, leadership, servant leadership 1 Comment
I’ve been thinking a lot lately about how customer experience is the driving force behind many decisions that I admire … decisions that drive success for companies.
Some obvious examples are the obsession with design that Steve Jobs leveraged in crafting every interaction customers experience with Apple, and Tony Hsieh’s innovative hiring practices that ensure every Zappos employee lives to deliver memorable customer service.
But it’s not just these big, glamorous examples — you can find Read the rest of this entry »
Growth hacker nerds are cool: what startups and traditional marketing people can learn from each otherPosted: August 23, 2013 Filed under: branding, marketing | Tags: Business, Lean Startup Circle, Marketing, San Francisco, Silicon Valley, Startup company 5 Comments
3 reasons you should blog about your internshipPosted: July 22, 2013 Filed under: going back to school, marketing | Tags: Blog, Blogging, Business, Concur Technologies, Internship, San Francisco State University, Student 4 Comments
Summer is in full swing in San Francisco! And that means fog, fog, and then a little fog on the side … plus some more fog.
And for many of us college students, it also means internship season!
Are you interning this summer? Here’s some advice for you — definitely consider blogging about your experience. Taking the initiative to write about your internship is a smart thing to do in the long run, even if it means Read the rest of this entry »
Marketing Must-Read — “Positioning: The Battle for Your Mind”Posted: April 22, 2013 Filed under: going back to school, marketing | Tags: Al Ries, Jack Trout, Marketing, Positioning, Positioning: The Battle for Your Mind 2 Comments
As a student, it can be tough to get time to read above and beyond your course materials. I mean, it can be a challenge just to read everything that your professors prescribe for you, much less anything for pleasure or your own self-directed education.
But sometimes, you just have to explore a tangent that invites you, and you’re very glad you did.
One tangent for me this semester was to dabble a bit into the concept and history of positioning. I wish I could remember Read the rest of this entry »
“One thing” to remember about your brand — it’s not just for your customersPosted: April 4, 2013 Filed under: branding, marketing | Tags: Adam Kleinberg, branding, Business, Marketing, Zappos 3 Comments
One of the things I love about getting a business education is that your classes progressively build on each other and the lines between them begin to blur. You start out with prerequisites like accounting, economics and statistics, and by the end you’re specializing in the function you want to practice — in my case, marketing. You finish with a capstone case-study seminar, which is basically an integration and application of all the disciplines you have studied since your first day of school. I love that it’s like one long project.
So the other night, my marketing and management courses collided in yet another “Aha! So that’s how they work together!” moment. Who knew that brand strategy and HR are destined to get married and have beautiful babies? Let me explain. Read the rest of this entry »