Yesterday I asked: what is important in marketing? I want to tackle this question with you, so if you have anything to share or add please do so.
We don’t get a clear picture around what is important just by looking at organizational structures. I think the answer lies beyond defined roles and responsibilities and is actually embedded in the language of marketing.
For the sake of argument lets assume that a ‘brand’ is the most important aspect of marketing for any given organization. Well then that begs the question: What is a brand? And who owns brands anyway? To say that customers own brands would be naive and romantic - companies obviously have a lot of control regarding aspects of their brands. We also need to consider the competitive context in which brands jockey for loyalty.
In order to truly assess what is important, we need to look beyond brands and be more inclusive. More on this tomorrow! In the mean time, what do you think is the most important aspect of marketing for your organisation?
SK
