Back to what we think
It’s Never Been A Better Time To Get Back To Marketing Basics
By Carl Anderson‚ CEO‚ Doremus
Like that one domino that isn’t aligned in place‚ you can ruin a good marketing plan if one of the “basics” isn’t in order. In fact‚ the research that Doremus just completed with the Tuck School of Business at Dartmouth affirms that never before in the history of communications has there been a greater need‚ and greater opportunity‚ for companies to take complete control of every aspect of their communications‚ and in so doing‚ hamper the competition.
The Doremus/Tuck study is entitled: “Communications in Crisis‚” aptly named because that was the consensus of CMOs from “best in class” companies.
The recent confluence of events: corporate scandals‚ a recession bringing rising unemployment rates‚ the mortgage and business meltdowns…all have played a part in bringing communications to a standstill. Industries have been transformed and competitive sets have changed by virtue of mergers and acquisitions‚ bankruptcies and divestitures…all have contributed to changing the business landscape and the competitive business environment.
Some companies have been paralyzed into inertia. Like deer caught in headlights‚ they mistakenly believe that no news is good news. This ostrich-like behavior‚ however‚ couldn’t be more dangerous for their brands. In today’s environment‚ absence makes the brand grow weaker. Silence only means that someone else will speak for you‚ taking over the share of voice and share of wallet that should have belonged to your brand.
In light of this‚ never has there been a better time for companies to rethink their brand platforms and plan what steps they’ll take to emerge from this “communications crisis.”
Wise and forward-thinking organizations have a golden opportunity to use this time to rethink their brand’s positioning and‚ in so doing‚ look to de-position the competition. They may even create a new business paradigm‚ positioning their brand in such a way that distinguishes it from the pack and encourages stakeholders to think differently about the category at large.
Back in 1971‚ Federal Express was created. It took advantage of the opportunity to find a better way to ship packages and it changed the entire overnight delivery industry.
Until that time‚ it was unheard of to expect a package sent from New York to appear on someone’s doorstep in Madrid the following morning. But Federal Express didn’t see a problem with that. Their first advertising campaign summed it all up with the line: “When it absolutely‚ positively has to be there overnight.”
They changed the category and de-positioned their competitors.
Few times in history create factors‚ as have occurred in the recent past‚ that offer organizations an opportunity to emerge from “communications silence” and regain share of wallet and share of voice by retooling the positioning of their brand‚ and if they’re fortunate‚ creating a category of one.
Now is one of those times.
Back to what we think