Traditionally, the role of marketing is to engage prospects and to support existing customers. But the internet has changed the ways we do this.
Creativity unites audiences (if only in wonder or fun) Creativity is often so unexpected and powerful it stays with an audience.
Somehow a “business value” must go beyond “cost” and “delivery speed.” It must convey a deep impression of the brand.
Marketing has one future: branding – that is, assuring buyers they’re getting what they want by providing them real value.
Shopping is about getting customers what they want. When walk-in stores were all we had, they were staffed by real people. It was their job to see that customers got what they wanted.
A brand is your memory of your entire purchase experience – from ad to delivery.
Eric Ries, the author of The Lean Startup, has a reputation, as he puts it, “of some kind of innovation expert.”