The marketing echo chamber
Posted on | March 13, 2008 | No Comments
Lou Covey at State of the Media has a couple of really fine posts this week in which he corners the contemporary marketing culture and bats it around like a cat torturing a mouse:
The marketers can’t see this because they have divorced themselves from the concept that they actually need third-party endorsement of their positions to know where they really are. That’s why industry is cutting it’s support of not only media but independent market research. Like I said yesterday, it’s bad news if it doesn’t line up with your world view and therefore it is not reliable.
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March 27th, 2008 @ 11:22 am
This problem clearly appears when you hear marketing managers say,”we position ourselves,” or “our position is.” It demonstrates their often inside-out thinking and not what the world necessarily believes about their brand. There is confusion among marketers between what is claimed by their outbound communications (positioning statement) and what the market says (statement of position) which, as Harry Beckwith explained in “Selling the Invisible,” is a hard, cold description of how the market defines your brand…the only one that counts. If the two are positively aligned, then you’re likely winning in the marketing war. Trout & Ries get into this a lot in their writing which is always great for a dose of reality.
May 7th, 2008 @ 1:55 pm
Thanks…
Canan Eoy
Marketing
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