From the course: Marketing Foundations: Integrated Marketing Strategies
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Making it all work inside your company
From the course: Marketing Foundations: Integrated Marketing Strategies
Making it all work inside your company
- As any cook can tell you, just because you have a rolling pin, some flour, and apples, it doesn't mean you have an apple pie. You still have to bring all the elements together with care and intention if you're hoping for any dessert that night. Marketing is no different. You can have a strong brand value proposition, reliable buyer personas, and a dynamic content marketing strategy, but to truly achieve brand choreography, you still have to bring all of the pieces together. So, how do you make it all work inside your company? According to Dr. David Aucker, Siloing represents a brands biggest hurdle on the road to successful integrating marketing communications. Too often, says Aucker, there is no person or team with any authority that is in charge of the brand. The result is mixed brand message, and marketplace confusion, which does no good for anyone. Our solution, the social ecosystem. First introduced in my 2016 article, for the Rutgers business review, the social ecosystem…
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