At last month's Marketing Forum, leading practitioners revealed what they wish they had known 10 years ago. Amanda Nottage finds out which are the pearls of wisdom that could have made all the difference. At one time or another, most people will have allowed their thoughts to wander, touching on what might have been had they made a different decision at a certain point in their life or known about something at the time that came to light only later.
Pay Attention to What Marketers Are Actually Asking For
Người viết: Webmaster
19/10/2007
Marketers know that the complexion of the consumer is changing and that multicultural marketing is valuable. But that doesn't seem to be the topic keeping them up at night. And it's in the interest of multicultural shops to pay attention to what is. Many of the multicultural marketing agencies and experts devote a lot of time getting marketers to fund great ideas and programs to tap into the multicultural market. Yet, it is no wonder ...
They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?
A brand is the tip of an iceberg. How big and how deep the iceberg is will determine how powerful the brand is. The iceberg is the category. If it melts, the brand will melt too. Take Kodak, for example. Just eight years ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14.8 billion. Every year since, the Kodak brand has fallen in both rank and value. This year, Interbrand ranked Kodak No. 82, worth just $3.9 billion.
At last month's Marketing Forum, leading practitioners revealed what they wish they had known 10 years ago. Amanda Nottage finds out which are the pearls of wisdom that could have made all the difference. At one time or another, most people will have allowed their thoughts to wander, touching on what might have been had they made a different decision at a certain point in their life or known about something at the time that came to light only later.
Marketers know that the complexion of the consumer is changing and that multicultural marketing is valuable. But that doesn't seem to be the topic keeping them up at night. And it's in the interest of multicultural shops to pay attention to what is. Many of the multicultural marketing agencies and experts devote a lot of time getting marketers to fund great ideas and programs to tap into the multicultural market. Yet, it is no wonder ...
They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?
A brand is the tip of an iceberg. How big and how deep the iceberg is will determine how powerful the brand is. The iceberg is the category. If it melts, the brand will melt too. Take Kodak, for example. Just eight years ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14.8 billion. Every year since, the Kodak brand has fallen in both rank and value. This year, Interbrand ranked Kodak No. 82, worth just $3.9 billion. 
