system two

system two
start-up thinking in the enterprise

Thursday, 6 May 2010

Brand and earned media...where you build a marketing strategy from....

The saying goes....

If you're a builder, you solve every problem with a hammer.

If you're an academic - its a document.

If you're me - you see everything as overly complex to be made simple....

So when it comes to marketing and brand - I only really have 2 models. 2 simple ways of thinking about what I consider are the critically important aspects of marketing. The ones you really can't do without.

  • brand
  • earned media

I don't mean everything else (offline, bought, advertising - all the other concepts, channels and categories one could throw up around marketing) aren't useful at a practical level - they're just not as important as brand and earned media.

brand - my model based on "primal branding" - 7 areas - creation story, creed, icons, rituals, pagans, sacred words, leader

earned media - 5 stages to think about - listening, content, applications, support, data

The rest is subdordinate to this. Subjective. Someone else point of view.

Brand and earned media...where you build a marketing strategy from....