“Marketing” doesn’t function in the same role in the same way throughout business enterprises. In practice, it doesn’t even have the same meaning. What role does it play in your company? What does marketing mean to you?
To me, marketing is about “creating brand loyalty,” the title of the first marketing book I wrote, with co-author Mike Maloney, my business partner. You may be sick of hearing my definition of “creating brand loyalty,” but it bears repeating until we ingrain it in our thinking and actions.
“Create” means to bring a customer into existence. “Brand” goes well beyond the product. It connotes the special relationship we enjoy with our customers based upon shared values and experiences that bond us. “Loyalty” is about earning the customer’s unswerving devotion to our brand that matches our dedication to them.
“Brand marketing” is different than “service to sales” (that is, the sales force). I refer to the latter as “small ‘m’ marketing” and to the former as “BIG ‘M’ Marketing.” There are many critical differences between the two. Here are some of the most important:
If your marketing is directed at service to sales, it is “small ‘m’ marketing.” It is short-term thinking that minimizes the value of marketing. If your marketing is service to sales, you need to think and act differently. Otherwise, you’ll lose customers to lower-priced competitors with offerings that meet GAQ (Generally Acceptable Quality) and work in the same way, do the same things, and deliver the same outcomes as your offering.
Get on the highway to authentic marketing excellence with AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing, will put you on the road to “BIG ‘M’ MARKETING. It shares what to avoid and how to fix what ails your marketing with proven principles, best practices, and quality processes. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors
Stay SAFE and be well.
Peace and best wishes,