We live in an ever-changing world. But what is it that’s really changing?
Often in the marketer’s world, the thirst for new ideas and creativity can conflict with a natural tendency to fall back on tried and trusted methods. And rightly so; particularly in this day and age when Return on Investment is more important than ever…
I read a great article in this month’s Marketing Magazine, and this comment by Grace Sobey (Unilever) really caught my eye. When asked how she thinks marketers will need to adapt in the future, she replied:
“Perhaps controversially, at the core, I don’t think the skills marketers need to succeed today have changed: the most important thing is to be able to get a consumer to fall in love with your brand, and that requires an interest in what makes people tick.”
Controversial? Or just common sense?
It’s true: there are so many skills that have been passed down through years of heartbreak and mistakes. And it’s true that for years, the most successful marketers have mastered the art of brand-love. Think Richard Branson, Coca-Cola, Walt Disney et al.
So have they had an interest in what makes people tick? Sure.
More than that; they’ve actually gone out there and found out what it is, then come back and refined the brand offering so that consumers can’t help falling in love.
So what has changed?
Is it really just as simple as finding the things that make people tick so that you can get consumers to fall in love with your brand? Surely there’s more to it than that?
What Grace is implying is that the strategy (to make consumers love your brand) is still essentially the same as it’s ever been. But the tactics, the delivery, the methods; all these continue to change.
- How do you get consumers to love your brand?
- What are the most effective methods of raising brand awareness?
- Where should we position ourselves to get the best match?
- Who do we need to target to find true brand loyalists
These questions, and more, are ones we should be regularly asking ourselves because the answers are always changing.
And then when Plan A fails, we know that we can move on to Plan B, then Plan C… always adapting.
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