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Our class at Berkeley is half way through the semester and we've been looking deeply at marketing and the first principles that we believe hold to the standards we would all hope the profession has.
Here are some of the reflections we've articulated and honestly, I'm proud of this thinking, both for what it says and even more importantly, what I'd like to believe it stands for
https://lnkd.in/gYDp4yfQ
This is an article that someone should write for #highered, replacing Liquid Death with any of the universities that think they’re not growing because their marketing team sucks — instead of focusing on what matters for growth: offering a great product!
Great stuff. It is important to keep in mind that in marketing it is difficult to (dis)prove claims and come up with generalizations. The most important thing is to keep coming up with layers of knowledge that can be useful for academics and practitioners. Help them apply this knowledge to different contexts and let them discover what happens in their case. Can everybody be better off as a result? This is the ultimate goal.
That said, I look forward to following the debate. And lets keep the conversation civil.
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
Ensuring your marketing meets your business objectives & is value for money | Home Improvements Sector Specialist | Strategic Marketing Consultant | Chief Marketing Officer | Marketing Director
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
"Bad marketers and brand managers grow tired of positioning, brand codes and advertising execution. Good ones remember that they see their brand differently from the eyes of the market. They realise that what they perceive as overuse and exhaustion is actually just the start of a lifetime of impact that might take years to reach its zenith."
Excellent insights from Mark Ritson on the value of staying the course and not getting distracted by shiny things. ✨
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Hi 👋 I'm Leonie. I specialise in helping manufacturing, industrial and construction businesses untangle their marketing problems.
#b2b#contentmarketing#copywriting#marketingtips
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
Consistency creates the brand!
I heard the saying once- it’s only when your completely sick of your brand codes, messaging and positioning that your audience are beginning to notice it.
“Good different”….. need I say more?
This is a great article about the importance of consistency over time and the resistance to keep changing it up for a newer model.
#brandstrategy#brandmanagement#branding
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
A compelling read for any professional / business owner considering a new campaign. Changing strategy or execution does not mean letting go of concepts that have successfully resonated and connected with your audience. Consistent brands are stronger.
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
Global Business & Systems Leader | Chief Marketing Officer | Beauty & FMCG Expert | ex-Unilever | Strategic, Innovative, Inclusive & Decisive | Building High Performing Teams | Digital & AI Advocate | Inspiring Lecturer
🚨 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐞𝐫𝐬 𝐚𝐥𝐞𝐫𝐭: 𝐚 𝐦𝐮𝐬𝐭 𝐫𝐞𝐚𝐝 𝐚𝐫𝐭𝐢𝐜𝐥𝐞!! 🚨
Having a clear and sharp positioning is crucial for all brands. And communicating this consistently over time while leveraging your brand’s distinctive assets (or the memories consumers have of your brand) is a must-do. Why would you ignore and wipe this out from your communication? The higher the awareness of your brand, the higher the chances consumers will consider it when purchasing.
Unfortunately, not all marketers understand this (sad!). They commit two of the most common marketing sins: pride and impatience. Pride, because they want to leave their footprint and move quickly to the next role, often within 2-3 years. They ignore what their predecessors did and start changing everything they can (wrong!). And their impatience leads them to a focus on short-term results rather than building a sustainable brand. A brand that will still be here and strong in 5-10 years. There are more sins in that list, but these are the ones that most negatively impact consistency.
#marketing#branding#insights
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
Global Creative Services Director I Design Manager I Head of Packaging Design (Tesco and Winsor & Newton) I Agency Client Partner I Client Services Director
The simplest thing you can do to make marketing more effective is to resist change, and take advantage of the associations your brand has built up over time.
The empirical work that Andrew Tindall has done on consistency is outstanding. Perhaps the most important insight of the marketing year. This weeks column. https://lnkd.in/gtDrZzcz
