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February 07, 2005
Spectators or players?
Posted by Johnnie Moore
This new blog prompts me to think about some of the changes I'd like to see in branding practice. Here's one.
I'd like to see more opinionated marketing people.
No, not opinionated about the minutae of technique, but opinonated about the products and services they want to promote.
Too often, marketing folks act as if they are morally neutral and interested only in helping organisations communicate. Oh, they may turn their noses up at tobacco companies, but on the whole they show a willingness to work for anyone with the money.
I'd like to see marketing people take a bit more responsibility for where they put their talents. I'd like to see more organisations defining themselves by their attitudes, something beyond bland platitudes about customer service.
I'd like consultants to go beyond making predictions about the future as if they are merely neutral observers, and start taking responsibility for putting their efforts behind organisations they really believe in.
Too many agencies work with clients they secretly dislike or even despise, hanging on only for the money. The same goes for marketing people, who flit from company to company every couple of years, all the while issuing homilies about customer loyalty.
Dan Gilmour's been writing good stuff on the end of objectivity in news media. I'd like to see an end to the same kind of pseudo-objectivity in marketing.
Comments (7)
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1. Mike Bawden on February 8, 2005 09:16 AM writes...
Looking for opinionated marketing people? I humbly submit the following blogs for consideration:
http://brandcentralstation.blogspot.com/
http://b2badvisor.blogspot.com/
http://marketingamerica.blogspot.com/
http://muchadoaboutwhatever.blogspot.com/
http://www.bloglines.com/blog/mikebawden
I also publish a weekly newsletter with articles, polls, etc. covering branding, marketing, corporate communications and leadership. You can learn more about my business and register for the newsletter by visiting my website.
Thanks for your consideration.
Mike Bawden
Permalink to CommentBrand Central Station
2. hugh macleod on February 8, 2005 11:13 AM writes...
Opinionated marketing people?
Dream on ;-)
http://www.gapingvoid.com/Moveable_Type/archives/001361.html
This is a post about advertising people... who are sort of like marketing people, only EVEN MORE shallow and evil.
Permalink to Comment3. Johnnie Moore on February 8, 2005 11:23 AM writes...
Hi Hugh, thanks for that link. One of the best things you've written and an example of exactly the kind of shallow spectating I dislike. You put it better than I could.
Permalink to Comment4. NP on February 8, 2005 11:24 PM writes...
One thing I find about marketing/branding agencies is they don't swallow their own advice. Which ties into this post.
Pick what you want to do and who you want to do it with. The dollar dance that currently goes on for the highest bidder won't cut it anymore.
Just like blogs and the internet are taking things to the niche level, so will the brand managers. Find your core beliefs and work that niche... passion will ensue.
Permalink to Comment5. Too smart for this BS on February 9, 2005 01:15 AM writes...
Are you freaking kidding me with this post? Marketing people are only their to create sales leads. Anything beyond that is their own attempt to delude themselves into greater self-worth. Everyone works for money.
Permalink to CommentDo you think that accountants love their balance sheets? No, they're their because they get direct deposit twice a week. Do you really believe the bullshit you spout on this board???
6. Johnnie Moore on February 11, 2005 09:59 AM writes...
Hey Too Smart. No, I am not freaking kidding.
Among the things that are wrong with organisations today - in my view - are:
1 A minority of people in specialist functions who think so narrowly that they won't think beyond demaraction lines. AND people who propogate a myth that everyone is like this.
2 People who think it's clever to challenge any opinion containing a shred of idealism by throwing out sweeping and cynical statements about the whole world.
One example? You saying "Everyone works for money" as if that is the only thing they work for. Now that IS bullshit. Read just a few pages of a book like Punished by Rewards and you will find masses of evidence of the falseness of that viewpoint and of the miserable consequences of believing it.
Call me cynical if you like, but could you at least spare the entire human race from your withering gaze?
By the way, if you're so keen to demolish BS, why do you need to hide your identity?
Permalink to Comment7. jennifer rice on February 11, 2005 10:36 AM writes...
We don't have trackbacks enabled yet (working on it) but wanted to direct folks to a great observation @ Risley Ranch (http://risleyranch.blogs.com/risleyranch/2005/02/more_johnnie_mo.html):
"Ah, the almighty dollar. There's a constant tension in agencies between taking clients on for the money and taking clients on for the love of it. A client that delivers both is rare. Yes, we gotta pay the bills. But I truly believe your clients impact your reputation; You are the company you keep."
Amen to that. I've resigned clients and (although I missed the income) was exceedingly thrilled about it. Generate sales for a company you dislike, and you'll come to despise your face in the mirror. There are too many opportunities to do something good and exciting... the only thing holding people back is fear.
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