Brian Creath

Why Every Company Needs Outside Marketing Perspective.

In Brand, Brand Strategy, Business strategy, Market research, Marketing, Strategy on February 27, 2013 at 7:40 pm

Something funny happened on the way to the future: As organizations have cut back on budgets and taken many marketing services ‘inside,’ many have also become extremely insulated…often, seeing things solely through the lens of an office window.

It’s one thing to take creative services in-house. It’s quite another to look internally for truly innovative brand and marketing strategy. Because more often than not, the time, the broad view and the development expertise, just don’t exist on the inside. This is not to knock some very good internal marketing people. Simply to point out that everyone has a different set of skills and training. (As as many extremely talented marketing managers will tell you.)

Yes, many of the companies we talk with are struggling with marketing perspective. Mostly, how to find it and how to use it.

Certainly, what a company ‘needs‘ is not the same as what it ‘can‘ or ‘should‘ do. That’s where outside perspective has its primary value. And no where is this more true than in marketing. And especially, in the development of brand and marketing strategy.

Without outside marketing perspective, strategy simply becomes a wish list and marketing execution a never-ending series of ‘likes’ and ‘dislikes’ by committee: an environment in which, success has a difficult time surviving.

In the interest of full disclosure, I am in the business of providing marketing perspective. Developed and sold through the context of strategy and messaging, but perspective, nonetheless. It’s through marketing perspective that value and relevance can be created. That new insights and the experience of having done something before, can co-exist. That internal vision and external realities, can successfully come together.

Is this a sales message? Of course we’d like to provide our perspective to help your organization develop successful marketing strategy. But more than a sales message for us, it’s a sales message for the importance of buying outside perspective. Outside (sometimes referred to as ‘third-party) perspective is a critical tool in building strategy. But obviously, outside perspective cannot be found or brought ‘in-house.’ (Then it wouldn’t be outside, anymore…would it?)

(If you’re not buying marketing perspective from our firm, please do buy it from somebody.)

While I’m working on my next post, I hope you’ll read about how Cohesion helps organizations, here.

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