Our country has been in the throes of a hot financial mess for 18 months now. And the bankers and Wall Street mavens who caused it all are living under the same rule set they were when they made the risky decisions that led to our current troubles. So how do we expect a different outcome?
I see the same thing in organizations. A marketing director may come to the table expressing great enthusiasm for doing something really different in the marketplace to gain awareness and to drive the market and the brand forward. This is music to any brand consulting group's ears. Typically, creative teams thrive on this sort of directive and will deliver their very best work. Yet if the brand organization doesn't make any internal changes in how it approves or accepts creative work or marketing thinking, the same old comments get made and the work, in the end, can be more of what the market already has.
What's at risk if your brand communications are truly 'stand out' in your market? What's at risk if you create an internal process that allows for new ideas to be tried, even if only in some test markets? What's at risk if you don't?
I see the same thing in organizations. A marketing director may come to the table expressing great enthusiasm for doing something really different in the marketplace to gain awareness and to drive the market and the brand forward. This is music to any brand consulting group's ears. Typically, creative teams thrive on this sort of directive and will deliver their very best work. Yet if the brand organization doesn't make any internal changes in how it approves or accepts creative work or marketing thinking, the same old comments get made and the work, in the end, can be more of what the market already has.
What's at risk if your brand communications are truly 'stand out' in your market? What's at risk if you create an internal process that allows for new ideas to be tried, even if only in some test markets? What's at risk if you don't?
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