Google
RSS Feeds RSS | Views on ITInews | contact | terms of use | privacy 
 


Editorial Categories:

FINANCIAL SERVICES
ADVISERS & BROKERS
BANKING & BONDS
BUSINESS MANAGEMENT
COLUMNISTS
CONSUMER AFFAIRS
CRIME & FRAUD
ECONOMY & GLOBAL
EDUCATION & TRAINING
ESTATES & WILLS
HEALTHCARE INSURANCE
INDUSTRY & LEGISLATION
INSURANCE
INVESTING
LEGAL AFFAIRS
LIABILITY INSURANCE
LIFE INSURANCE
MARKETING
PEOPLE & COMPANIES
POLITICS
PROPERTY
RETIREMENT PROVISION
REVIEWS
ROAD ACCIDENT FUND
SHARES & UNIT TRUSTS
SHORT-TERM INSURANCE
TAXATION
TECHNOLOGY
VIEWS & LETTERS


Forthcoming Events:

No Upcoming Events



Save by getting insurance quotes


Proudly South AfricanInforming Consumers and Financial Advisors since 1988 | Click Here to Advertise
Car, household, life and business insurance quotes

News Article : The art and science of marketing, according to Bedbury
Category: Marketing : Marketing Tips
Author:James Wight
Email:[email protected]
Posted:02 Oct 2007

 Email this article Comment on this Article  Print this article

Attracting and keeping the best people, inspiring them to do great things

Is marketing an art or a science? Scott Bedbury, former Chief Marketing Officer of Nike and Starbucks, argues that it is both.

Here are his thoughts in advance of his full day presentation, which took place in Johannesburg on Tuesday September 18, organised by Global Leaders.

“Yes, there is art to branding. In business there is art and science. Marketing is a mixture of the two. Advertising is more heavily weighted to art, and the creative thinking around brand positioning and imaging is 90 per cent art."

"That having been said, it is difficult to ask an artist how the paint a picture or come up with a song. To the extent it can be exposed and studied I have done so in my book. Even with 100,000 words, it doesn’t capture everything.

“Some of the most important decisions you can make for your brand do not pencil very well on paper – their financial impact cannot be fully measured. They require a leap of faith or a belief in what is fundamentally right for the brand."

"Howard Schultz and Starbucks and Phil Knight at Nike were visionary men that spent their time on the most important issues facing the enterprise, and many of those issues had to do with people – attracting and keeping the best people, inspiring them to do great things.

“I was fortunate to work with thousands of creative, passionate and talented people at both Nike and Starbucks. On the best day, all I did was enable them to do great things.  In the case of Nike advertising, my job was to inspire and protect the creative process."

"I didn’t care who came up with what, who got credit for what. In the end, if the work was great, that was what mattered. Many times the best thing I could do was make sure people were pointed in the right direction and get the hell out of their way.

“A campaign like Just Do It was, and continues to be almost 20 years later, a very powerful thing for Nike. Every once in a while, a brand finds the right thing to say and says it very creatively and carefully so as not to wear it out. We only spoke those three words a few times in the advertising. It was always left as a type-only statement at the end of the commercial or near the logo in the print ad.

“I think most tag lines are not very good because that is all the company is trying to find. We were not looking for a tag line when we came up with Just Do It. We were trying to find something really meaningful to say about self-empowerment in the context of sports and fitness.

“Advertising is just one tool in building a brand. Starbucks did very little advertising in building its brand from a few hundred stores to more than ten thousand. ‘Experiential marketing’, where the company optimises all consumer touch points with the brand, is something every brand should think about today, rather than rely on mass media or other traditional tools. They are still important but just part of the puzzle.”

Comments:
There are no comments at this stage. Be the first to comment!
Please Login To Comment On an Article - Click here To Login

ITInews invites comments at the foot of each of its articles in which readers can respond freely - anonymously if they wish - to various topical issues and industry debates. However, comments submitted by readers that are defamatory or deemed, by the editors, to be racist or obscene will be deleted from the database. Furthermore, ITInews's editor would like to caution potential posters on its websites that while it welcomes robust debate, it will not hesitate to make the IP addresses of the authors of such defamatory statements available to the authorities, in the event of a court order compelling them to do so.



Get car, home, life and business insurance quotes in 3 easy steps



Join us today

Insurance Quotes


Car Insurance Quotes
Household Insurance Quotes
Business Insurance Quotes
Funeral Insurance Quotes
Life Insurance Quotes

Read the InsuranceQuotes Blog

Marketing
Marketing Tips

More in Marketing
Castle Lager pioneers mobile marketing in Zambia
Marketing Tips
Branded content that resides on the phones of consumers
The Dilemma of Brand Contradictions
Marketing Tips
Consumers buy brands, they don't buy companies
No more naff
Marketing Tips
Clarity of communication
What your worst customers teach you about loyalty
Marketing Tips
Churn makers: unwittingly encouraging volatility?

Join ITInews in supporting Helpnet.org.za

Available Recruitment:
No Vacancies Listed...


ITM Website Design Cape Town
Copyright © 2005 - 2015 ITInews Online Publications (Pty) Ltd. All rights reserved Insurance Times & Investments Online and ITInews. ..::ISSN 1995-1256::.. No part of the materials including graphics or logos, available in this Web site may be copied, photocopied, reproduced, translated or reduced to any electronic medium or machine-readable form, in whole or in part, without specific permission from ITInews Online Publications (Pty) Ltd. Distribution for commercial purposes is prohibited.