January 2012 Archives
Working with very large brands in large organizations means not knowing whether you're taking two steps forward, one step back or one step forward and two steps back in any given moment. We all like to say that there's light at the end of the tunnel but working within a marketing organization versus in an agency, the tunnel is much longer and sometimes the light can seem much further away. You're thinking about how decisions you'll make today will effect your brand three or four years hence.
Yes, we absolutely live in a real-time world and we have to be hyper-quick. But at the same time changing consumer perceptions of a brand sometimes can take years just as meaningful competitive marketshare moves take time. Influences affecting consumers are more varied, more random and less controllable than ever before too. They're also global and hyper local all at once.
It is indeed a fascinating time to be in marketing. And while some facets of marketing make it an extremely sexy discipline, others make it a more difficult discipline than ever. In this world, the adage, don't mistake motion for progress gets infinitely more complex to recognize.