Once that’s set, it’s about execution, so any good project or portfolio management framework is key, whether you’re a marketer or any other functional leader for that matter.
I also love a good brand essence or positioning framework… See, too many to choose from.
Read How California Pizza Kitchen Embraces Change, Goes Viral on TikTok, and Gives Consumers FOMO
Keller asks:
What do you think is the top thing that stands in the way of marketers being successful, and why?
Lia Haberman, founder of the ICYMI newsletter: By nature, marketers are cheerleaders for the brands they represent. However, this sometimes leads to their identities becoming so closely tied to the products and services they promote that they struggle to talk about the company in a way that doesn’t sound like a sales pitch.
You can be passionate about a brand and still remain objective. Think about the product as a customer would, without letting loyalty cloud your judgment.
The more marketers adopt a consumer perspective, the better they’ll be able to communicate benefits in a way that truly resonates. This approach can even help them identify opportunities and areas for improvement that might go unnoticed if they’re too busy being the brand’s biggest fan.
Haberman asks:
If budget was no issue, what’s the first thing you’d do as a marketer?
Matt Zaremba, Director of marketing at Bodega: If budget wasn’t an issue, I think I’d allocate those resources towards surprise and delight, rewarding our community and customers.
Growing up as a skateboarder I remember how much it meant to be acknowledged by brands for supporting them, whether that was receiving a sticker pack, a handwritten letter from the team, or some other small gesture.
