Thursday, January 22, 2009

The Meaning of Marketing

What should we be really doing when we plan?

Tim Leberecht's post on Pop!Tech about "marketing with meaning" provides a great summary of the purpose behind the campaign - any campaign. It provides a holistic view of what we need to achieve; it even illustrates how various tactics fit in.

Using the Starbuck's "I'm In" campaign as background, Tim outlines the elements of style for marketing.
  • Social - as a brand, we're part of the community
  • Personal - it's one step at a time; micro-focused
  • Storytelling - relate the message via a resonant and simple theme
  • Disruptive - challenge the status quo of our thinking
  • Responsible - offer a collective, aspirational purpose

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