Eclectic Curiosity

branding


No Respect for Marketing

Posted on July 27th, by Steve Hardy in Archives, Miscellany. No Comments

An excellent Ad Age article by Al Reis on the often misunderstood key difference between marketing and advertising, and why GM doesn’t get it.

I think he’s wrong. Advertising at GM is not broken. Marketing is.

Marketing’s job is to coordinate all the various disciplines inside a corporation in order to develop the right product, the right price, the right position, the right distribution strategy and the right brand name.

Advertising’s job is to position that brand name in the minds of consumers.

Good marketing makes advertising relatively easy. Bad marketing makes advertising difficult, if not impossible.

(Thanks Dave)… more


Why Don’t You Get It

Posted on October 29th, by Steve Hardy in Archives, Miscellany. No Comments

Back in March I posted about my forthcoming involvement in The Age of Conversation 2, a book about the shift towards new business and marketing techniques for evolving dialogue about brands, experience, and community.

Well, it just released today. Ta-da!


This book has 237 contributors and I am one of them, writing about this creative generalism thing of course. The book is now available in both hard and soft cover from Lulu. All proceeds go to Variety, the international children’s charity.… more


Unrepentant

Posted on August 13th, by Steve Hardy in Archives, Miscellany. No Comments

Some reflections on dilettantism, job searching, organizations, and personal branding, among other things, from the Unrepentant Generalist

One other interesting development during this job search was my realization that I have become more comfortable with my personal brand as a generalist. I can admit to myself that I am better at thinking across disciplines and considering the big picture than I am at specializing and making sure all the details are right, instead of trying to be good at everything. …

The really brilliant people, the deep thinkers, are the ones who are able to identify useful separations between the general and the specific.… more





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