Good Read on The Trouble with Marketing

Posted by Todd at June 19th, 2006

There are too many corporate communications comparisons that can be made in this Strategy+Business piece that details the end of marketing as we know it.  

 

“… The typical business marketing career has attracted gregarious people who operate comfortably within a familiar professional culture with well-defined techniques. But now marketers must not just select and purchase proven instruments. They must envisage, shape, and develop new tools for designing and engendering more effective consumer connections. This demands openness to experimentation, an inclination toward pioneering, and an ability to integrate marketing with strategy as never before. The new marketing team must do this while honing the number-crunching analytical ability that is needed to justify and fine-tune new strategies.

… The shape of the future of marketing is too novel and too important to be left to traditional marketers. Just as P&G pioneered brand management for the 20th century, now is the time for marketers to reinvent their role — and to shuffle the marketing team to do it.”

TAGS: Marketing, Strategy+Business 

 

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Getting Started

Posted by Todd at June 14th, 2006

This blog - The Business Soul — is an ongoing exploration of the practice of corporate communications.  Our aim — and I say “our aim” from the standpoint that there will likely be many different voices contributing to this project — is to try to avoid using technobabble and instead focus on tips and techniques that corporate communications professionals can use to design internal and external coporate communications programs.  In addition, we’ll examine corporate communication practices by using case study methods as well as interviews with pioneers that are forging new paths to enhance productivity and quality of work, building worker loyalty to the firm, and most importantly, increasing individual and organizational performance to achieve business results.

To help us achieve this goal, we need to hear from you.  Your insights.  Your experience.  Your tips and challenges.  Your comments and feedback.  So, please feel free to comment on any post or if you have a breaking story or story idea please email me directly at todd at boldmouth dot com. 

In terms of full disclosure, the saying “be careful what you wish for” holds true for this project. As a consultant to Black Star, I had proposed that the firm start blogging as a way to share their expertise in the corporate communications arena and, to specifically show coporate communication professionals how new communications tools can be used to enhance their work and deepen relationships with communities of interest.  Black Star decided to hire me for this project and, everything I post here, though, is my personal opinion and is not read or approved before it is posted. No warranties or other guarantees will be offered as to the quality of the opinions or anything else offered here.

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