When I was a kid, there was your metropolitan newspaper and three TV news channels. You couldn’t change public opinion with a bulldozer (settle your shit down Steven Doescher). Today there are scads of news channels, podcasts, blogs, feeds and streams all of which update by the minute. One silly statement by a presidential candidate can be captured on a Canon video camera, edited on a Macbook Air and PAC’ed onto the evening news before the sun rises again.
Marketing is a little bit this way. There is macro marketing, one big idea (or as Strawberry Frog calls it a “movement”) and there is micro marketing, use of media and messaging dashboards designed for instant wins. The ROI huggers love the latter. Big picture people don’t.
The divisiveness between macro and micro marketing is not dissimilar to that of democrats and republicans. Or Hatfields and McCoys. But it’s in the middle that we must and will land. You might think a brand planner (me) would favor the big honkin’ idea – and I do. But I also favor proving that idea and its supporting principles, every day through effective, on-plan tactics.
Those jockeying the dashboard without a brand plan are likely to fail. If you have a brand plan you have a voice. Otherwise, you are likely speaking in tongues. Peace!