There was a time in recent marketing history when the CMO’s role was to be the Chief Storyteller. Thankfully, those days are over. There are many who believe that during the “era” of creative titles for the CMO role, the CMO function suffered and still needs more corporate respect.
The Wall Street Journal reported recently that, in the desire to control their narratives, companies are “desperately seeking storytellers.” While many writers who have labored in the realm of marketing communications are probably using their head-exploding and head-slapping emojis in texts crossing the globe, it should be reassuring that companies seem to believe that a well-planned story, expertly told, can create value. This is why, however, merely dusting off liberal arts diplomas and providing writing...
Every December, leaders everywhere sit down with the same familiar ritual: drafting resolutions. Lose the waste. Grow the revenue. Fix the culture. Get more focused, more organized, more intentional.
The real risk when adding sustainability into a brand narrative isn’t saying too much or too little. It’s failing to connect—emotionally. Failing to enable people to feel why the work matters and how to participate in it.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Price is the most important P.
