As we record the 40 Most Common Brand Problems we see one few marketers will ever avoid…
Common Brand Problem Number 37: Well thought-out marketing decisions are second guessed by non-marketers who think marketing is a matter of opinion rather than an art and a science in which experience matters
Analysis: When people without marketing experience, insight, or appreciation are in positions to evaluate, review, and approve marketing decisions, the common result is ineffective marketing.
Key Point: Most marketers would never claim to know how to perform surgery, write a legal brief, design software, or reconcile journal entries. Yet many doctors, lawyers, engineers, accountants, and others think they can produce a better ad or develop a better marketing campaign. Just because marketing seems less than “black and white” and isn’t always measurable on a quarterly basis doesn’t mean that relevant experience doesn’t count.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education