It’s Ironic

We know from Marketing 101 and Reis and Trout’s book, Positioning, how important it is to stand for the something in the prospect’s mind. For example:

Volvo = safety
FedEx = overnight delivery
Apple = differently innovative technology

When it comes to marketing’s own backyard, we have a problem. Many people (I’d even say many good business people) have the misconception that:

Marketing = sales (or advertising)
Brand = logo

What can be done? Let’s pretend for a moment that you are the recently promoted salesmarketing manager or logobrand manager for “Marketing” or “Brand”. Unfortunately there’s no time to celebrate your new position, as there’s work to be done. As your first endeavor, what would you want to come to the mind of business people when they think of “Marketing” or “Brand”? How would you change the current perception to this new position?

Happy Tuesday!