After decades of general expenditures for generally ineffective tactics based on generally whimsical ideas, Marketing Communications -- aka "Marcom" -- is in danger of being deposed by industrial manufacturing leaders.
Industrial manufacturing leaders say General Marcom's central failure has been the absence of branding and marketing from the "marcom" equation.
"Without a disciplined branding and marketing approach," says any business leader who hopes to grow his or her company, "General Marcom perennially defaults to a set of predictable, but en vogue, communication templates. This year, General Marcom will insist that we search-optimize our website for example, and that we do more in social media. General Marcom will say that we must do these things because everyone else is doing these things. This means that for another year, we will once again overlook the pre-requisite need to establish brand identity by way of internal value definition. And so we will continue to push our product line card, rather than use branding and marketing to engage in customer problems that will build value recognition."
Speaking out about the rising dissatisfaction over non-strategic communications that are often the result of weak insights to a customer segment, General Marcom had this to say:
"I don't get it."
jb
www.centrifuge-now.com
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