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Marketing Communications “There will be no expenditure on communications or brand development until we are happy that the fundamentals – all of them – are strong.” This is what we are talking about. I love how Helen Edwards uses the classic marketing ladder to deconstruct the customer’s experience. "It’s time for marketers in all categories to embrace the discipline of laddering down. We gather consumers together and start at the top of the ladder, inviting them point-blank to comment on our higher-order proclamations. When faced with their ridicule, bemusement or plain rejection, we’ll ask: ‘And why might that be?’" I especially like the result she promises : "What will ensue from this will not be a report, but action: a multidisciplinary programme of improvement so far-reaching and demanding that we will call it ‘extreme basics’. "Every practical manifestation of our brand will be audited, assessed and put right. From ingredients labelling to call holding; from delivery mechanisms to showroom interiors; from ethical sourcing to real-time servicing. The changes we marketers drive through will be the kind that send shivers down the spines of operations, finance, IT and HR." |