As a society we’re obsessed with quick fixes, instant celebrity and immediate gratification.
The marketing industry, being reflective of broader society, is no different; too often it approaches everything from a short-term perspective.
- Give me extra sales. NOW!
- Make my brand famous. NOW!
- I want a media profile. NOW!
Even social media – a still-emerging but already powerful communications (r)evolution – is bizarrely often treated in the same way as a TV commercial or direct mailer i.e. another channel to broadcast a one-way sales message. Weird, but that’s the way it is in a world where senior executives at large organisations don’t take the time to better understand the seismic societal shift that’s happening around them (topic for another post methinks).
All of which, of course, is counter to the process of building a brand.
All of which goes against the grain of building a company’s name and reputation in the marketplace.
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