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
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