Let's be honest...

OK so now all bets are off. The World is a very different place. Big, previously institutional brands are in trouble and everything we've held dear is in doubt.

Phew!

So now is it OK to say STOP!?

Now can we all finally agree that marketing is not about how much you can spend, or how much stuff you can push out the door or whether it's a telemarketing exercise or a brochure or a logo or an event or even (believe it or not) a press release?!

Could it be that marketing is actually about helping our clients' organisations to grow, profitably and sustainably by helping them identify the most profitable and sustainable opportunities and then helping them select the most efficient and effective route to winning them, capitalising on them and then protecting them?

Wow, that's bad news for those who will tell you that X,Y, or Z is the most efficient tool to use....and have got away with that approach for decades......but it's a breath of fresh air for the board, the CMO, the Marketing Director and the Sales team who frankly have never cared what the tool was, but just wanted the results.

I wonder if we'll ever go back to the bad old days. Now there's a new challenge for the marketing industry. Who among us will stand up and be counted?

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