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
Recently I re-read Geoffrey Moore’s classic “Crossing the Chasm”, a great technology marketing book that came out in the 90s. It’s about marketing and selling disruptive technology products to mainstream customers. Although some of the case studies naturally date the book, it remains just as instructive now in 2009 as it did over a decade ago.
There are a few key sections worth highlighting (excerpts below): identifying the chasm, moving from early market to mainstream, niche segmenting, and creating a whole product. Food for thought…
What is the Chasm?…
“We have enough high-tech marketing history now to see where our model has gone wrong and how to fix it.… more
Back in the autumn of 2006 I offered some guy named Andy my two cents on blogging and then gave him a nudge and introduced him to readers here.
A couple of years and hundreds of insightful/witty/bizarre posts later he’s got a big fancy business book and is on his way to becoming a best-selling author. Pow!
The guy is Andy Nulman, former president of Just for Laughs, current boss at Airborne Mobile, snazzy dressy, random shouter, and devout user of the Comic Sans font in emails. And the book, just out, and with forewords by comedians John Cleese and Craig Ferguson, is Pow!… more
Two of the foundational elements of creative generalism — both of which I’ve noted here before — are these: 1) that Creative Generalist is a ying-yang sort of term in which the the executional focus of creativity is balanced with the big picture oversight and broader ideation of generalism, and that 2) corporate leaders need to be Creative Generalists. Essentially, this is also the central thesis of David Aaker’s recently published new book Spanning Silos: The New CMO Imperative.
Aaker, a giant in the field of branding and marketing theory, argues that decentralization has spawned powerful product, country, and functional silos which jeopardize companies’ overall marketing efforts.… more
To those of us living in the deep freeze of winter, the heavenly sun-swept photos coming from Tourism Queensland are tempting indeed. Their latest marketing campaign, The Best Job in the World, is a stroke of genius. They’ve posted for the position of Caretaker of the Islands of the Great Barrier Reef, a job that supposedly comes with a paradise villa, AUD$150k salary, and mandate to simply enjoy life and blog about the area. Brilliant.… more
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
Here’s another good example of the Synthesize & Summarize service that Creative Generalists provide. JOVA is a creativity portal launched earlier this year by Sarah Boden-Dawans. She saw a gap to help businesses sift through the information overload required to stay in touch with global innovation and sought a way to collate it to inspire her southern African colleagues and peers. Many of its posts may also inspire communications and marketing professionals outside of Africa with a whole other perspective. Boden-Dawans describes JOVA’s founding purpose more in this Marketingweb interview.… more
Few business books have had the widespread and sustained resonance that Blue Ocean Strategy by INSEAD professors W. Chan Kim and Renee Mauborgne has. Published just a few years ago, it’s already a classic. If you haven’t yet read it, you should.
Blue Ocean Strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing–and often shrinking–demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.
Using as examples Cirque du Soleil, Starbucks, Southwest Airlines, CNN, FedEx, and Bloomberg, Kim and Mauborgne illustrate the value of redefining problems in new and different ways; ways not typical in traditional and entrenched marketing and management strategy.… more
The slides below are from a presentation, What’s Next in Marketing + Advertising, delivered last week by Paul Isakson. An absolutely brilliant synopsis of just how profoundly marketing has changed — in light of shifts in product design, the huge influence of social media, the movement to content as currency, and the increased value placed on engagement and utility — in a fairly short period of time. Pass it around. … Paul is a Senior Strategic Planner at Minneapolis-based brand agency space150 and the “What’s Next?” theme is from a monthly lunch they hold to exchange ideas and thoughts, to inspire insight.… more
Last year Gavin Heaton and Drew McLennan released a new and interesting book, The Age of Conversation. It was an experimental project featuring 100 voices — mostly marketing types from all pockets of the biz and blogosphere, including Roger von Oech, Gareth Kay, David Armano, and Andy Nulman — writing on the importance of debate and discussion. All proceeds go to charity. It’s received lots of net buzz and is enjoying Amazon bestseller status.
Here’s its promotional description:
If ideas are the currency of our times then this is, undoubtedly, the Age of Conversation, for without the art of dialog, the cut and thrust of debate and discussion, then the economy of ideas would implode under its own heavy weight.… more