I've written a guest column for Todd Andrlik's blog, which he posted at the start of our long holiday weekend.
In it, I focused on the rationale for my new book; more specifically, I ask why we marketing types aren't asking more...and more pointed...questions about our strategic assumptions, not just our tactical tools. Brand marketing is facing challenges made more severe by rotten economies around the world...what we do doesn't work like it used to, and our clients, employers, and work associates don't understand it any better than they did even a year ago.
Yet all we talk about is finding smarter, cuter, more indirect ways of doing the same old things branding has aspired to deliver since the heyday of the mid-20th Century.
Is everyone else missing something (or in need of 'education,' as we regularly say), or could it be our own failure of vision that's to blame for many of the industry's woes? If we don't see clearly the issues, we will never definitively address them...
Anyway, some brief musings about our work for this Labor Day, 2008.
You can check it out here.
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