Does marketing need to ‘get over itself’ to create brands that businesses and customers truly care about?
Differentiation, brand purpose, segmentation.
For marketers, agencies, brand builders these seem sacred. Yet, when most past assumptions in business are coming under scrutiny, shouldn’t these as well?
The success of rapidly emergent brands (and not only in the tech space) seem to suggest that these concepts may be less relevant. Informed self-interest, authenticity, even a bit of naivete and idealism seem to be the currency of these brands.
We've all seen brand keys, brand onions etc but if marketing's perception within business is to be more than the 'colouring-in department’ then should we start by defining our brands differently and in a manner that's relevant (and sensible) to the whole organisation?