Branislav Peric

Buzz Canuck nous sort une belle citation de Benjamin Franklin pour introduire un “Todo or not to do” du directeur marketing d’aujourd’hui :
“The definition of insanity is doing something over and over again and expecting a different result”.

Je passe le flot de reproches qu’il énumère, pour me concentrer sur son petit guide synthétique :

1) The first rule of EXCELLENCE club - DON’T LIE - if it feels wrong or dubious in your mind, it most certainly is on the street (unless in the rare case, where the lie is part of the joke and once found out, people unanimously find it funny - that’s not lying, that’s storytelling) - proof - 57% of influencers would feel less likely to buy a product if they know companies had paid people to comment about it
2) Adopt WOMMA’s Honesty ROI - three simple rules, always practice them :
- Honesty of Relationship: You say who you’re speaking for
- Honesty of Opinion: You say what you believe
- Honesty of Identity: You never obscure your identity
3) Try something, try anything - a smart marketer spends 15-20% of his budget on new ideas, testable propositions - failing to try something new won’t get you fired right away (it will most certainly over time), but in a fast-changing marketplace, will make your brand sick and moribund in a span of less than two years
4) Be Accountable - most CEOs and financial executives don’t believe their marketers can predict the results of their efforts - don’t be one of these Brand Prima Donna Managers - insist that your suppliers of any media or marketing provide measurable performance standards that tie back to your key objectives
5) Never Believe You Are Not More Important Than Your Customer - as Nike CMO mentioned in a recent press conference “for every Nike employee, there’s ten million consumers out there deciding whether or not the products and brands we offer really matter” - face it, in this participation marketplace, unless you’re Steve Jobs, one person rarely makes a difference, invite your customers into the castle and don’t bring up the drawbridge - you’ll regret it.
6) Invest in Remarkability - a wise colleague once told me “look, if you just do three things extremely well this year, you’ll be doing work that’s better than 90% of us” - simply, remarkable stuff gets noticed and talked about, why spend 2,500 hours annually working on stuff that’s just OK. “Decent”, “passable”, “good” is the stealthy enemy of excellence.

J’adore le sempiternel ROI réinterprété par la WOMMA : Relationship, Opinion et Interest.