How we think
& feel about marketing
John Rose's Blog

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Think Strategy before tactics

Another common mistake in marketing is to fall in love with an idea that does not adhere to our brand strategy. The fact is, it’s easier to come up with a one-off advertising or brand communication than it is to develop long-life campaigns that are born out of a strategic vision. However, brands that follow a string of tactics rather than a consistent, rock solid strategy sacrifice long term brand maturation for short-term interest spikes. In writing, we say we have to be prepared to “kill our darlings”, which means we have to be ready to edit out great characters or scenes because they don't fit our story. The same is true with marketing. We have to be ready to kill our favorite ideas if they don't fit our brand.

A Case For Face-To-Face

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Thanks to the proliferation of new media and online social engagement it has become easier and more cost effective to reach consumers. But, at the same time, it has become more difficult to connect with them. For all the new opportunities to communicate, it is actually becoming harder for brands to be seen and heard.
With so many companies interacting with its customers via social media, the competition for share of mind can become daunting.
The great promise of social media is the opportunity to engage with more consumers one-to-one. But as brands achieve scale in their social media initiatives, this promise becomes more and more elusive. The increasing focus on quantity vs quality of followers can leave the most loyal fans feeling marginalized and under-appreciated.
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Three Schools Of Marketing Directors

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One school apparently believes that marketing agencies are basically an extension of the company’s marketing department and should simply execute assignments. Marketing directors who subscribe to this school are generally of the opinion that he and his team could do what the agency does if only he had the time or resources. This is the "buy the dog and bark myself" school. A variation of this is the "guess what number I'm thinking of" school -- where the marketing director has an idea in mind about what she wants and makes the agency keep working until they guess it.
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