It is often difficult for us marketers to realize that the task is never done! It is merely phases that are completed. Each of us initiates a phase and hands it off to our successors to complete the next phase. With proper strategy, skills and support the brand continues to grow and move in the intended direction but there is certainly no guarantee of that either. The Mediapost article this morning - Brand 2.0: Every Brand Is A Beta is an interesting acknowledgment of the concept. Although the focus of the article is the impact of interactive marketing on brands the idea is clear.
The top line from the article is:
- It is a chaotic world! DON'T TRY to control it, adapt with it.
- Think beyond silos, change is about blurring lines and thinking across multiple levels, disciplines and touch points.
- Conversations cannot be one way, that is broadcast. Brands are about a dialog that needs to be managed carefully.
