Yesterday I attended a talk by Bob Greenberg, CEO of RGA and his right hand man Barry Wacksman as part of Advertising Week in NYC. The preso was entitled “The Way Forward,” an up to speed on digital marketing.
Messrs. Greenberg and Wacksman are both very smart men and have done some serious selling – especially for Nike – but I’m not sure anything they shared was seminal. These gentleman suggested the way forward was via online “platforms.” Campaigns come and go, they offered, which I completely agree with. Bridging ecommerce with an online experience that collapses steps to a sale is a good idea. And I agree using the web in a participatory fashion to further affinity for a brand, increase loyalty and/or promote or entertainment is a terrific use of marketing dollars. But if to believe Mr. Greenberg and Wacksman, one might come away thinking the platform is more important than all else. Nay, I say. Nay.
Brand strategy is the driver of marketing success. Campaigns, platforms, media are all tactics used to deliver the strategy. Unless a marketer has a tight brand strategy the world wide web and all these commercial platforms will turn into an online Levittowns; a bunch of houses all looking alike, with a few build-outs on the corners.