Monday, May 21, 2012
We’ve all met that guy. The one who thinks the answer to his problems is a quick, painless, and (often) free fix. He buys lottery tickets, complains about his credit card bills, then pops a couple Prozacs on his way to the cosmetic surgeon.
But what happens when marketers think this way?
The fast-food-and-crash-diet culture has unfortunately made its way into too many corporate board rooms. The examples are numerous, from companies making CMO turnover and agency reviews into annual rituals to entire industries choking their margins to death through discounting. Common sense tells us that it takes intelligence, hard work, and commitment to achieve a goal. So why do so many companies treat their marketing efforts like Americans treat their health?
Succeeding in marketing really is a lot like exercising and eating right. It sucks sometimes. But if you stay the course, you’ll eventually love what you see in the mirror.
Before you attempt to get your marketing in shape, however, you need to honestly ask yourself the following questions.
Have I set realistic expectations?
Am I committed over the long haul?
Do I have a plan?
Do I have accountability?
Are those around me committed to the same goal?
What happens if I fail?
What these questions can reveal is often the most important ingredient in your perfectly blended, fiber-rich marketing health shake; your attitude. It takes more than a gym membership, diet pills, or workout video to get in shape. It takes a consistently correct attitude. And the same is true of marketing.
By committing to a long-term, smart plan that doesn’t attempt any short cuts, you can take the first step towards successful branding.