Brand Autopsy

Good question. I don't have time for in-depth answer as I'm just procastinating right now ;-) when I should actually be writing an essay.

Three things to thrive in the future global marketplace:

1) Originality. "We use the word original as if it means new, or innovative, or different. But what about thinking of it as "from the origin"...i.e. true to us, being ourselves and NOT trying to be something else." - Johnnie Moore. Trust me, this formula for originality will be innovative and different as it derives from an original source - you (and applies equally to collectives.) "Vanilla does not put food on the table anymore." - Thomas Friedman, "The World is Flat"

2) Boldness. The temptation is always to follow lock-step with the industry, with competitors. You won't look foolish fitting in, but it certainly will not lead to market dominance. Invisibility, yes. You need to nestle snugly into the hearts and minds of the customers but not necessarily the existing status quo marketplace. Don't smooth your edges, as Seth Godin would say.

2) Empathy. Most marketers know very very little about people at a fundamental level, their motivations, their states of mind, their dreams, their fears. Most people (rightly so) believe that marketers merely view them as objects as this statement attests:

"In this age of test-marketing and spin, here is a business that does not treat the customer as a credulous cash dispenser." – speaking of Craigslist, “Entrepreneurs We Love,” Inc. Magazine cover story, April 25, 2005

Objectifying people widens the gulf between us and limits understanding. Talk to people from all walks of life and note when you find yourself judging others. Know yourself better and practice not judging yourself. Learn how not to project your autobiography and frame of reference onto others.

Read psychology, neuroscience, sociology, spirituality, autobiographies/memoirs, myths, universally themed great literature. Ultimately, you can't read yourself into gaining empathy, so consider: "Love is my religion and the universe my book" (Coleman Barks)

One clarification. Originality doesn't breed boldness. Once an original idea strikes, the temptation is to squash it. That's why I added #2 boldness.

We look for the following things when we recruit young talent, regardless of the discipline:
- Integrity;
- Intelligence; and
- Industry (energy + work ethic).
These are things we cannot teach. All must be evident and all in good measure.

In addition, we look for specific knowledge and skills in our young marketing professionals. You can count these on one hand.

The fundamentals of marketing:

Marketing is an applied science. To be successful, you have to know the basics and how to apply them.

The fundamentals of business:

Not our business, but business in general. Marketing managers must become business managers. They have to understand the numbers. They have to be able to link marketing initiatives to financial objectives and to assess the impact these initiatives on the bottom line. They need to be able to measure ROI and to relate marketing metrics like brand equity and the lifetime value of customers to business results. Most important, they need to be able to understand business drivers and how to use them as a basis for decision-making.

Leadership:

In our company, marketers are the champions of change. They must have vision, they must have the drive to put that vision into action, and they must have the courage and persistence to maintain the drive in the face of resistance, apathy, politics and personal agendas. Being a leader is not the same as being a manager. Leaders are born, managers we can make.

Fellowship:

Marketers are the eye in the storm. They are centers of activity, to be sure, but they do not work alone. They interact with R&D, operations, logistics, sales, service, IT and, yes, even finance. They work with outside suppliers and service providers. They talk to customers. As such, they must be team builders and team players. They must be skilled at communicating, at enrolling, at generating expectations, at building excitement.

Creativity:

Not artistic creative, although that would be a plus, but business creative. This is not just being able to think outside the box, but about being able to re-engineer the box itself. It is not just lateral thinking, but 360-degree, three-dimensional thinking.

Last point, a message to the young marketing professional: You should not look at yourself as a specialist. Marketing is a means, not an end. You must be a business person first, one who benefits the company by providing the marketing perspective and by applying the principles and techniques of marketing to ensure company growth and profitability.

BPG, nice comments and a very good summary of marketing within a corp environment. a more lucid viewpoint than most i have seen.

going off on a tangent and touching a bit on Seth's liars thing....how did vanilla get such a bad rap? a flavor that is very exotic with an exquisite aroma, but it can't put food on the table? how did this story get started and why do we see exceptionally well educated and creative people continue to to bash the flavor? do we need better vanilla marketing? should we start a blog about vanilla and the injustices placed upon it? is it just me that wonders this?