Welcome to my new blog! In it I'm going to explore the theme of 'reinventing marketing'.
There's a lot of guff out there about how marketing isn't working, or would work better if we did this or that. But I think we need to dig a little deeper - to challenge some of our deepest assumptions.
So here goes with the big one! There's a common assumption out there that marketing is about 'changing customer attitudes and behaviours' in favour of your particular brand or product. That good marketing is about 'effective persuasion'. Endless questions follow, such as 'what tools or techniques should we deploy to achieve this goal?' and 'how do we know if we are succeeding?' (metrics).
Over the next couple of months I hope to persuade you that this assumption is wrong. Worse than that, it's toxic. It's one of the biggest reasons why marketing isn't as effective as it should be. It also means we need to rethink those questions about goals, tools, and metrics.
I hope you will join the debate.
