The Brand Promise: What is it? And what can we do as Marketers to be more in sync with our surroundings?
In today’s hyper connected world Marketers need to become more in sync with the enterprise and its single minded objective – to meet the brand promise that we hawk to our customers. A marketer’s job has in my opinion becomes a lot more interesting and fulfilling if they are willing to get into iit. Increasingly its about KYC (Know Your Customer) in the most minute detail. Mass Marketing has become Mass Customisation. Pioneered (I think!) by Amazon, cross selling through the use of digital outlets and laser targeting (people who bought this also bought that..) has become the nome in getting new customers.
Tools like Marketing Automation or Enterpise Marketing Management have emerged to assist Marketers do their jobs more efficiently. Tech companies like Oracle, SAS, Marketo and IBM are trail blazing in this arena.
When I worked for Wunderman, the digital agency owned by Y&R Brands, we used a tool called the Brand Asset Valutor. What was cool about this tool was its use of data to evaluate the health of Brands. Ultimately a CFO is about the top line and bottom line. Marketers need to balance the science and art of marketing more delicately than ever before. If done well, then I think we will have a new status between the CFO and CMO – BFF (my teenage daughter tells me that means Best Friends Forever!)
There are some outliers out there (both at individual and company level) that are shaking up the CMO function and adding a lot of oomph to it. I have in mind here GE and its CMO, Beth Comstock. These two articles below are instructional in how GE has turned the CMO function into a highly strategic role. Of course the jury is still out on whether the company can sustain that beyond Ms Comstock. However, if GE’s track record is anything to go by I can bet on it.
So how can you as a Marketer ingest new DNA into your workspace?
A few pointers:-
1. Embrace Data – really embrace it not just use it as a buzzword.
2. Learn the new language of Marketing – RTM (that’s Real time Marketing), Real Time Analytics, digital, ROI etc
3. Double up on the Basic concepts of Marketing for they will stand you in good stead.
4. Teamwork. Increasingly this means being on the same page with the CFO, CIO and it her C-Level executives.
You get the drift..
Do those and I promise you that you are one step to working yourself out of your current job to the CEO suite.