When I hear the word “marketing” I get something of a fright. What is it about marketing that on one level repels people and on another level seems to be such an integral part of our lives. The other day I came across a cartoon published in the San Francisco Chronicle - it was a spoof on a large neon billboard right as you get off the Bay Bridge in Oakland.
No Comments » Posted on June 22nd, 2007 by Saul Wainwright
Mark and I were on a client call yesterday morning with a VP of Marketing who called what we do “field marketing,” popularly defined as “connecting with existing and prospective customers through non-mainstream media methods, grassroots marketing is also known as field marketing, word-of-mouth marketing, etc.” I think this is approximate. Truth is, while field marketing is an extremely expensive, resource-intensive on-site method of direct marketing, the Internet allows online advocacy to be more efficient, more targeted, less expensive, and much more environmentally sound. At the end of the call, the Veep paused and said, “you guys are evangelists,” and I thought of Guy Kawasaki (another local boy from Hawaii) and his exemplary evangelism for Apple, “back in the day,” and smiled. It feels like we’re doing something right. We’ll see, bumbai, meaning “later on” in Pidgin English
1 Comment » Posted on June 22nd, 2007 by Chris Abraham
A while ago I had a brief exchange with a VP of Marketing of a company that’s actually in the marketing arena. I had stated my definition of branding…
“A brand is what creates a collective sense of vision, perception, image, or experiences that a significant amount of current or potential customers relate to a specific product or service. To be successful, the brand must elicit supremely positive benefits to provide a solution, it must differentiate itself from the competition, and it must be consistent and long-term.”
2 Comments » Posted on June 22nd, 2007 by Jonathan Trenn
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