Vision:
In our largely commoditized world, I believe, marketing needs to drive business.
Marketing needs to connect people and the brand. Marketing needs to understand the needs, wants, thoughts, motivators, influencers and behaviors of people. Marketing needs to understand what makes a brand relevant, enjoyable and unique.
And most of all, marketing needs to apply this knowledge across departments and business units to initiate, create and drive brand experiences that – to put it simply -
1. Help customers get their jobs done, and
2. Make it easy, enjoyable and special to get the job done
Whatever the person’s “job to be done” is. Preparing an original presentation for work. Buying a healthy, light snack for dinner. Finding a new, efficient solution to store data for their company. Or looking for any form of entertainment, indulgence or luxury that makes them feel good about themselves.
Great brand experiences are about great shopping and product experiences.
It’s great to see a funny, inspiring, thought-provoking ad about a brand on TV, or an impressive stand at a trade fair. Or a personalized, relevant message at the right time sent to my inbox. It might even make me feel good about the brand. I might even want to share this experience with my family, friends and followers, or colleagues, partners and peers.
But whether I actually buy the brand largely depends on my shopping or purchase experience. Does the brand make me understand how the product can help me get my job done? Do I believe it? Do I get a good deal? And can I actually buy the product? Anytime? Anywhere I want?
And whether I actually feel good about the brand and its product, and recommend buying it, depends on my experiences with the product, when I consume it or use it, and if and when I have problems with it. And how those problems are being fixed. If at all.
In my eyes, Marketing needs to get involved in all these questions, to create brand experiences that drive business.
It is a long way to go, I think. A way to start, well my way to start and to support Marketing, is by
“Making creative work better”.


