When I first went to work in the advertising business on the AT&T account, word was, the huge company didn’t know how to market. Prior to the breakup of the Baby Bells, AT&T was one big monopoly. You either used their service or you didn’t. Deregulation came along and competitors (MCI, Sprint) raised their heads. The initial spanking AT&T took was quite a wake-up call.
Then I moved into the healthcare industry. Word was, they didn’t know how to market either. Healthcare systems and big hospitals were physician-driven, physician run. They knew nothing about brand as a marketing principles, though they did understand the power of brand. Participating in an era when large healthcare companies began acting more like consumer packaged goods companies was exciting. And the fur flew.
One of the last bastions of poor marketing these days is the area of education. That is changing somewhat thanks to the introduction of technology products, services and devices to the class room. Education orgs. suffer from a similar fate of the healthcare industry; they tend to be run by academicians and teachers. Not a marketing hot bed for sure. Thumb through the pages of education newspapers or teaching and learning magazines and the level of creativity and salesmanship you see is juvenile. That said, education company Amplify is beginning to do some nice work. So hopefully .edu is pointing in the right direction. Oops, and there’s the Bell.