Brian Creath

Innovation. Validation. Craft. (What Marketing Organizations Lack Most.)

In Brand, Brand Strategy, Corporate Marketing, Market research, Marketing, marketing strategy, Messaging, Positioning on February 4, 2013 at 3:48 pm

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Most marketing organizations have learned to live much ‘closer to the sale’ than in years past. Lean and efficient, today’s marketing department can ‘make’ more marketing tools than ever before. But in this ‘resizing’ of marketing departments, three very important things have been sacrificed.

In our work, we find the three (3) following elements most lacking from today’s marketing organization:

1. Innovation
Especially in the areas of research, strategy and messaging development. It’s very difficult for organizations to house the quality and expertise to make this work practical and cost-efficient on an ongoing basis.

2. Validation
Often, a third-party is needed to validate marketing assumptions and to package and assemble initial ideas. An expert, outside point-of-view helps provide credibility.

3. Craft
Not necessarily for day-to-day marketing communications work, but more specifically for initial strategic and creative work. The spark that bridges innovation to work that can be developed into ‘first-round’ and ‘template’ creative.

Coincidentally, our brand and marketing strategy firm, Cohesion, is focused on providing the three elements listed above to marketing organizations throughout the country. To learn how Cohesion can benefit your brand, marketing and communications effort, email Brian Creath at bcreath@cohesioncompany.com, or call him at 314-276-5383.

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