Many moons ago there was a fairly famous advertising campaign that asked the question “What in the world isn’t chemical?” The question sticks with me and as a marketing consultant, and I often ask myself “What in the business world isn’t marketing?”
In many companies, marketing is a silo. “Marketing is sales support,” some say. Well it’s that. To others, marketing is “material.” Things to distribute to customers, e.g., collateral, samples. That too. And these days marketing is heavy online – the web, social media, search and data collection. Yes, yes, yes and yes.
Best Buy is tanking. Until May of this year, its CMO Barry Judge, was famous for his oft-quoted stance “customers own the brand.” A big early proponent of social media, he advocated ceding control of the brand to customers. And he was not alone in this belief; in fact, he created a lot of pop marketing fantasies. Though while spreading this nonsense, the rest of his marketing kingdom seemed unattended.
Marketing is everything. Distribution (Amazon), pricing (Amazon, Wal-Mart), promotion (Target), and product (retail CRM, store experience, data). I would never suggest listening to customers is a bad thing. It’s not. It’s called research. But customers do not own the brand. Marketing does. Not sales, not finance, not the product managers and certainly not customers.
Mr. Judge has learned an amazing lesson. As the center of gravity for the social media in marketing movement, I suspect no one has learned more about its effects on all the Ps (of marketing). Now he needs to take that learning and share it with the rest of us. I smell a book. This is America and we are all about turn around stories. I’ll buy one. On Amazon. Peace!
PS. Mr Judge, if you’d like to disabuse me of these observations, please weigh in.