Necessary Provocation: Topics To Start A Marketing Debate

N
Necessary Provocation
Topics to start a marketing debate
Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

M
Mutually Exclusive
Either or, not both
stand for
When you choose to be something, to
something, you inherently choose not to be
something else. This is true, especially of
brands, who define themselves on the
basis of their actions
P
Products v. Solutions
Transactions
S Engagement
Homogeny Identity
When you sell stuff, you get transactions. When you sell solutions,
you get brand capital and loyalty.
ECOnomics…
…Freakonomics
…World Dynamics D
And other issues are regularly featured in the public square. There
is a very public dialogue
now about anything anyone wants at
any time they want. That’s the privilege – and curse of a wired – or
even a wireless world.
F
Why does
Financial uncertainty
Lead us to
Brand uncertainty?
Where we know we are hurting our brands but we cannot pinpoint
exactly where or by how much

B
How do we prevent
Brand uncertainty
From spreading like a contagion into our
??????
Brand Authority?
B
What does
Brand Authority
Mean exactly?
When the world’s largest price-focused retailer says they are going
green, do we believe?
When a credit card company says they care about their customers,
do we have permission to believe?
Do we view Detroit as a paragon of auto design they want us to see?
Can we accept big pharmaceutical companies as philanthropic?
I am not saying that these statements are true or untrue. But
simply, have the brands earned the right to say them?
A
Authentic
In order to be an authentic brand, you must draw your strength from
your brand authority – and ensure that what you are doing makes sense
– and dollars.
Because the world spots someone who is not authentic - not true to
their values - more quickly and with greater punishment than ever.
The world rewards those who deliver their

brand promise.
A
Actions speak louder than
Blah blah blah blah
Everyone understands the policy and principled viewpoint
…words
But value is delivered in the action and

experimentation parts of the program

S SHARE
It represents a principle that is inherent in our nature
and value systems
Simple
Helpful
Alternatives
That are Reliable
And Easy to Use
C Collaboration
So, exactly how much is that corporate memo or executive email

worth?
The real value is found in casual communication–

which is like the “casual Friday” of collaboration.

B Barriers
Legal and Human Resources are respected professions, but their current
lines of thinking stand in the way of enabling collaboration’s
real value?
How can we learn those third grade principles –
around sharing and participating?
Can’t you just hear your mum say “now wasn’t that fun?”
B
Barriers, and more barriers
And if that wasn’t enough, very often we can’t get out of our own way.
What happens when people ask “who gets the credit?”
What happens when there’s cash or notoriety involved?
What happens when it fails and the finger pointing starts?
What happens when it’s “all been done before?”
G
People are our greatest
asset
You’ve heard it before. I’ve heard it before. We’ve all heard it before,
but who believes it anymore?
So, what are you doing to enable your

biggest asset to contribute the most value
to your business?
R Red team blue team
Do you have a person who finds fault in the plan?

Or manages to seemingly be negative about plans?
Or to challenge?
Or to push the limits?
Do you have a “no” man in addition to the yes ones?
Today, take the time and thank him.
Invite him to continue to force people to examine why, what and how

C
Marketing is not about collecting the facts. It’s about
Connecting the facts
Everyone has profile data – or at least the basics of it and uses it in their
interactions. But it is not enough.
You need to now understand thevalue chain, the supply

chain, the social interactions and potential
outcomes – simultaneously, and in real time
and enable it through all the channels

I know what I like…
I like what I know…
Don’t let your analytics approach fall prey to reaffirming what you
already know – or worse yet, what you believe you know.
H empower the happy accident
In a world where we perceive, predict & perform – or *

listen, learn & leverage – how do you leave all your
senses and detection methods
open?
How do you enable analytical serendipity?

Thanks
And I hope we challenged you to…Think.

Agitator
Cristene Gonzalez-Wertz focuses on thought leadership in marketing, sales and service

for Covalent Marketing. She's a veteran marketing strategist, scientist and an
executive-level consultant with 20 years experience. Most recently, she is considered a
social media and collaboration maven. She blogs at
http://museandmaven.wordpress.com.
This is a wordle of me. It is a new way of visualizing data, using IBM’s
publicly available many eyes tool.
http://cosmiclog.msnbc.msn.com/archive/2008/10/15/1547727.aspx
http://manyeyes.alphaworks.ibm.com/manyeyes/

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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

The world rewards those who deliver their

But value is delivered in the action and

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

So, exactly how much is that corporate memo or executive email

The real value is found in casual communication–

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

So, what are you doing to enable your

Do you have a person who finds fault in the plan?

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

Connecting the facts

You need to now understand thevalue chain, the supply

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

I like what I know…

In a world where we perceive, predict & perform – or *

How do you enable analytical serendipity?

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

Cristene Gonzalez-Wertz focuses on thought leadership in marketing, sales and service

Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

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