Brett Malden aka "bmw"

Marketing 101

The Marketing World according to Brett (yep, another Brettism)::

NOTE: Without sounding condescending, even the most accomplished CMO’s and Marketing VP’s for the world’s most established brands have a misunderstanding about the most basic terms in marketing communications. Therefore, it has been my experience that success starts with the fundamentals and a solid foundation so a common definition of terms is essential to making sure we are all on the same page and that there is a mutual understanding of how all the individual cogs in the marketing communications/client experience wheel are essential to that wheel rolling smoothly.

1.) It all starts with the Brand [company’s net worth: IP, product + service portfolio and marketing mix]-the brand essence/visual language and message
2.) Move into the Marketing cloud [P+L] that encompasses the strategy and plan that will deliver the brand to the target audience (“let it rain on down on the consumer”)
3.) Advertising [expense] and the arsenal-the war chest if you will-of tools and tactics that will provide the method of reaching the target audience
4.) Sales [income/revenue] are the Marines/first responders that get the marketing orders supported by advertising (air cover) delivered through various media channels that makes contact with the “enemy” (in this case the client/lol) and actually converts all the investment in marketing (advertising + media) and marketing strategies of the respective brand into dollars/revenue. So, if advertising is the METHOD of reaching the target audience, Sales is the MEANS.
5.) Media [expense] is the vehicle (traditional print/OOH/TV to non-traditional word of mouth/buzz/viral and new media-trans/digital/social/mobile) of delivering the message to the audience
6.) Online [the internet] is the global information super highway of connectivity and communication in real time and in the moment
7.) New Media [all forms of digital media] including online, trans, social and mobile

References::
1.) “REF #1.“
2.) “REF #2.“
3.) “REF #3.“

This entry was posted on Tuesday, June 21st, 2011 at 5:58 pm. It is filed under Thoughts and tagged with advertising, Brand, Branding, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, CMO, communications, digital, Interactive, internet, IP, marketing, Marketing 101, Marketing Cloud, marketing mix, Media, New Media, Online, P+L, sales, target audience, viral, VP of Marketing. You can follow any responses to this entry through the RSS 2.0 feed.