Senin, 30 Juni 2014

Principles of Century Marketing : From A-to-G





Articulate       The ability to speak fluently and coherently, injecting ideas, information, and feelings - In the right way, at the right time and in the right place. ‘speaking’ is more than transmitting words and data with pitch, pace and tone; or initiating and responding to communication -  it also encompasses the concept of deploying symbols, gestures, and objects. Your products, services, systems, employees and consumers all have to ‘speak’ to each other internally and externally. Articulation is also the ability to break things down, join them together and manipulate them in a coordinated yet ‘fuzzy’ way. This idea of eliciting Gestalism advocates that, “the whole is other than the sum parts” – there is a bigger picture being painted.
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Branded      Labelling, claiming, packaging, and joining things together- under one shared interpretive identity. These are the: commodities, services, activies, ideas, communication, individuals and collectives – all in unified way that is easier to understand, locate, and share.
Credible          readiness and ability to impart authentic, believable, trust-evoking, and definitive propositions and communications. This is very much an active and collaborative process. The greater the credibility, the greater the latent and current social capital and more time people are likely to spend engaging, over a longer horizon.
Dedicated       A conscientious, planned strategic, and consolidated commitment to delieveryl; driven by a desire for stability and excellence – manifest in employees and stakeholders; and the tangibles and intangibles that they produce.
Emotional       Compassion and an acceptance of human spirit. Now more than ever Marketing is driven by sociocultural exchanges – and many of these created networks are creative, nuanced, and perishable emotional constructs. These activies cannot be rationalized or controlled completely – and if too much rationalization and control is exerted in the absence of emotion, then there is a risk of: destroying bonds and networks; a rejection of power; or simply missing the point and the bigger picture.
Functional     Knowing, having, and serving a defined, but flexible purpose – with syncretism and synchrony. This is the bedrock for enhancing emotion; maintaining relevance, value, salience, top of the mind awareness, and sustained relative advantage. If you or your offerings have no current, revolutionary, and evolutionary role, then functionality diminishes.
Giving            A mind-set of giving and not necessarily giving to receive straight away, or in the form of a straight forward transactional exchanges. But instead, giving with the hope that you will receive somethings, somewhere, from wide sources, and eventually to a sum value greater than your investments.


Reference : Marketers Magazine


                                                                                                                         Fikriansyah

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