5 Outstanding Quotes About Strategic Marketing
Caid Christiansen•The modern marketing landscape is more complicated than it’s ever been. And, at the same time, there are more people than ever weighing in with their two cents about what makes great marketing.
We live and breathe strategic marketing here at Christiansen McCain, and we also happen to read about it a lot, too. Here are 5 outstanding quotes (and their source articles) we’ve come across in our reading:
Jake Sorofman, Gartner:
Marketing may be about the head, but it’s also about the heart. The marketer who relies excessively on heart—with the retro stylings and soaring rhetoric of a Don Draper, for example—may be truly vulnerable. But so is the marketer who overcorrects to the other extreme. The truth, as is often the case, is in between. Building a brand is about balancing head and heart.
Bernadette Jiwa, The Story of Telling:
It would be easy to believe that because you need more people to choose your product today, you should broaden your appeal by diluting your marketing messages to attract the most people. And yet time and again we see the businesses that succeed, do exactly the opposite. They take time, narrow their focus, value relevance over quick wins and work hardest of all to understand the problem they solve and for whom.
Marc de Swaan Arons, Frank van den Driest, and Keith Weed, Harvard Business Review:
Marketing leaders instead must ask, “What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?” Structure must follow strategy—not the other way around.
Antonella Mei-Pochtler, Rainer Strack, Wiebke Sokolowski, Christopher Kanitz, and Manfred Dederl, Boston Consulting Group:
The problem is that companies too often focus on only one or two aspects of their brand image. Many ignore employees as brand advocates or else narrowly relegate marketing communications for employees and recruits to the human resources department. People often assume that a strong product or corporate brand alone will attract candidates and customers. To become part of its customers’ lives, however, a company’s product and brands will first have to be “lived” by its employees.
Maxim Baeten, Business 2 Community:
In order for a marketing and sales team to successfully drive revenue, routine evaluations of their strategy must take place. Unfortunately, companies continue to execute strategies plagued with faults, lacking the visibility or resources to intentionally continue to implement improvements into their strategy. In these circumstances, companies aren’t losing to competitors, they’re losing to themselves.
Have a quote you’d like to see included on this list? Let us know on Twitter @CMInteractive.
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