Why is it that some bright and intelligent people just don’t get the power of brand and marketing on business performance?

I was in a meeting the other day and I was embarrassed by the out dated views of some of the senior people in the meeting. They were so biased and out of touch it was comical. I think they might have been drunk, which didn’t help. Have we in marketing done such a bad job over the years in showing the C-suite the power of marketing or are these people I meet so entrenched in their views and stereotypes that they are a lost cause and not worth bothering with?

I’ve got to say my gut feel is the latter. If any senior business leader still thinks of marketing as the ‘colouring in squad’ or refers to the value of PR as those “birds with nothing else to do” – then they need to be shot! I’m fed up trying to appeal to a senior business leader who doesn’t want to learn. The very fact that these so called leaders question any investment in people, culture, brand and marketing as an unnecessary expense yet wouldn’t question throwing £20k on corporate hospitality pretty much sums up what a crazy world we are living in.

Don’t get me wrong, I’m all for accountability, yet for some reason when it’s marketing’s turn to present to the board, everyone is a bloody expert on everything from content marketing to PPC. Everybody sits and listens to the CFO and Head of Sales and nods sagely, yet when it’s marketing’s turn – buzz word bingo.

The truth is this – marketing is the most powerful engine in any business and those who don’t get it are running scared.

  • People don’t want to be sold to anymore – so sales are screwed.
  • People don’t want to buy shit products anymore – so manufacturing are screwed.
  • People don’t want to listen to what you have to say – so in-house experts are screwed.
  • Virtually every purchase starts with a Google search
  • 70% of your customers have already made up their mind about you before they hit your web site
  • Peer driven referral is the most powerful trend out there
  • The world is so complex, people want brand stories to help them make those mental short cuts
  • It’s not good enough to be relevant and useful, you have to be exciting and interesting on a daily basis
  • You are no longer in control
  • Love your customers not your products
  • Marketing commitments are better than marketing campaigns
  • Emotional selling and emotional value is twice as powerful as business value
  • What you sell isn’t as important as how you make it and sell it

All these grenades have a profound impact on how a company goes to market and what it needs to do to be successful.

My methodology below might be crude and over simplistic and looks like a big ball of fluff to the dinosaurs, but you know what, screw them, because I know I’m right and they are wrong and this is our time to prove marketing has got the biggest bollocks in the company.

C.A.T.A.L.Y.S.T – the quick way to business success

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  • Culture – People + Purpose = profits
  • Authenticity – dig deep and just be the real you
  • Trust – what most brands lack but every brand craves
  • Action – it’s what you do not what you say or how you look that matters
  • Legacy – fame and fortune is for pop stars. Companies need to make a positive impact and make the world a better place
  • Yield – investment in your brand needs to yield a return that’s more than just money
  • Sustainability – we’ve done a great job of fucking up the planet, now we need to unfuck it.
  • Transparency – open up the walls of your business and let everyone see your kitchen. Be clear not clever.

Have your say, rant with me on this one…

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