The work of marketing is to communicate the essence of the brand in an interesting, meaningful and compelling way. It all starts with your customers. Do they want what you are offering? Do they understand why your product or service is better for them? And do they care enough about the brand to open up their wallets? These are the essential questions of commerce which cut across all industries.

Answering these questions well requires disciplined thinking, applied judgment and brave new perspectives. Great marketing is not about throwing big dollars at high-profile events. The corporate landscape is littered with the corpses of companies that thought generating millions of impressions with a flashy ad would deliver results. Great marketing cannot be crammed into an equation, with success a product of CPM’s.

SagePoint of View

Marketing is science and art. Left brain and right. The most dazzling creative is wasted on an inappropriate strategy. Conversely, even the most penetrating strategy poorly communicated will be cast aside by disinterested consumers.