Marketing is about the fulfilment of promises. Not delivering on someones else's promises, but determining what to promise, to whom, making that promise and then keeping it. It creates a bond and establishes a pathway along which strong relationships can flourish.
Many smaller companies rely on the vision and management of a small group of individuals to maintain consistent direction, but what happens when you grow? How do you ensure that your sales and marketing 'ducks' line up?
A brand is the set of perceptions, ideas, words, images and experiences that together help to attract and retain loyal customers. It is often necessary to help differentiate commodity products and intangible services; to give those products and services an identifiable character and help shape the behaviour and personality of the organisations and individuals who deliver them. Sometimes this is the only source of differentiation a customer has on which to make a buying decision.
The theory behind Objective driven marketing (or ODM) is that any activity that is not directly associated with the achievement of one of your set objectives is surplus to requirements.
The objectives of any business must be supported by the activities of the people within it.
Your brand is the set of stories, messages and experiences that your organisation’s stakeholders (staff, partners, suppliers and customers) have of your brand. It is very much about perception, but is also about aspiration and must reflect reality otherwise it will not be capable of living up to its own reputation.
