Marketing Manifesto

I found inspiration from the quotes below:

“Ask yourself: is it different, is it distinctive, is it good? Ultimately you ask yourselves, is it about something, do you have a distinct purpose? Not just the subject or the arena or the location but really about something that is deeply relevant to the human experience.

Focus relentlessly on reconnecting with customers, your competitive advantage, and continue to champion fresh ideas. Quality and originality not mediocrity and mimicry will drive our long term prosperity.

Consider marketing a success if you open others eyes, engage their imagination, and encourage them to think bigger and higher, and dig deeper. You will consider it a success if it equips others to act more boldly. You will measure our success by how much you contribute to the success of others.

It may seem safer, more prudent, and more conventional to devise a game plan that conforms to the generally accepted rules for how our industry, or on a larger scale, how our society works, but if that’s such a winning formula, why are so many industries in such dire straights. This speaks to the long term futility of a business strategy as mimicry. If you do things the way everyone else does them why do you think you are going to do any better. You have to stay focused on something deeply relevant to enhancing our ‘human’ experience prior to profit.

Companies mistake selling good products at a competitive price, with making a lasting impression on the people who are buying them or receiving their service. It’s one of the defining perils of the 21st century capitalism. Offering “the best deal” won’t win customers over or keep them happy because someone will invariably come along with a better deal. No good deed goes unpunished: Business version of that ubiquitous aphorism – no good deal goes unchallenged. Need to be agnostic about more original marketing techniques that connect with others, your message should enrich, educate, and enlighten.

We live in a surplus society: more choice, more consumption, more fun, more fear, more uncertainty, more competition, more opportunities, we’ve entered a world of excess, a world of abundance. The paradox of choice: why more is less. More choice results in more crowded shelves, business less profitable, consumers dazed, confused, even depressed. Choice no longer liberates, it debilitates, it may be said to tyrannize modern Americans, and they feel less satisfied even as freedom of choice expands. You need business to focus on uniting this world, and making our planet a better place to live. An idea must be intriguing with instructive strategies to overcome the age of overload. To make a company special you have to make all performances memorable.

Customers are eager to identify with companies that have an appealing identity – you should prefer not to describe customers in demographic terms but psychological terms such as well read, well traveled, and possessing a natural curiosity about the world. You want to sell an identity, an emotion, (customers come to learn, not just shop, and they want to connect with people and places) and your brand should help others aspire to a certain ‘identity.’

You need to pour creative resources into building a vibrant experience that exceeds expectations.

Your customers are your friends; it’s never about selling to them, it’s about connection with them on an emotional level and delivering something deeply relavant to improve their lives and the lives of others.

It may prove difficult to compete on hard factors (price) so you focus on the soft side, you design beautiful products, create marketing campaigns that appeal to the heart rather than the head, surrounding friends with symbols and icons that don’t just instill trust but engage the senses. (You need to redefine the strategy to meet the customer’s needs, and this may mean reinventing aspects of how you do business.) Investing in precisely the areas where most companies are cutting. To be more memorable, you need to be more emotional.

Champion creative initiatives that inspire loyalty beyond reason and create a long term affair with customers by invoking the elements of mystery, sensuality, and intimacy – this will leave a profound sense of attachment. More than satisfied customers, you want passionate customers eager to share their enthusiasm with anyone who will pay attention.

The most important piece is to tell a unique and relevant story about our service, product, and company. The story is the fundamental platform. For organizing ideas, it’s how you connect emotionally with people. You want to make enduring connections with compelling and often subtle story lines.

Shared passions, why social is powerful. Create a sense of shared ownership and participation amongst customers themselves. The more people you invite to share your companies personality, the more you enable them to share their ideas with one another, the greater their stake in what our company does and the more invested they become in its success (unleash a whole lot of participation.) Keep your brand in constant high energy by using unconventional strategies for bringing people together.

Transform everyday products into emblems of self expression and social interaction. Customers aren’t just asked to use the good or service, they’re encouraged to use it, they’re invited individually and collectively, to define the product or service, to shape its identity, to exercise their voice in the brands personality and message. Companies shouldn’t preach to customers about the virtues of the brand, they should unleash the energy and creativity of its customers to give the brand its virtues. Invite customers into the company and encourage them to shape the fabric of the brand, a lifestyle brand. Email the company your favorite sayings, aphorisms, messages, photos, and videos. These peer to peer phenomenons are truly unique. The message should always be about making the brand connect with customers (new individuals exposed to the brand are a source for social change, especially if they discover the bran on their own.)

In an age of endless choice and unrestrained advertising, companies do better when they make their customers smarter, most effective way to make them smarter is the help them educate one another by unearthing the collective intelligence of all.

Some companies value interacting with customers and learning from them as opposed to finding the lowest possible fee or providing the best deal (deep pocketed rivals spend money to broaden their operating systems), but socially conscious companies look for ways to deepen its social system, and become a more powerful experience, because when you have friends experiencing your service they will share the idea with others, therefore it’s a shared experience. Shared experience strikes an emotional connection. Customers love companies that keep them entertained and help them learn.

Mission: to invoke the imagination, provoke the senses, and evoke emotions.

The first rule of strategy, you only do things exciting to you, if it’s boring, you walk away. The result of all this high powered, passion, and creativity is a high performing business.

Keep in mind daily random acts of kindness: Small domination gift cards or simple business cards given to individuals, hand out cards to those you encounter during your day who’ve done something impressive, good for a discount and inviting message to consider a career, in essence this is a strategy to turn every employee into a potential recruiter or marketer, it makes approaching people easy and more personal.

Empower and encourage innovation: Most creativity happens in spite of the organization not because of it. The most successful innovators don’t ask for the most resources or the strictest oversight, they ask for the most room to maneuver and the fewest bureaucratic hurdles.”

This Marketing Manifesto was inspired by passages from Barry Schwartz, Polly G. Labarre, William C. Taylor in the books The Paradox of Choice and Mavericks at Work.

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One Response to Marketing Manifesto

  1. Pingback: About Me « John Suhar

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