Marketing Communications Vision / Marketing communications

Marketing Communications Vision

robert hunt picture I resized 600Over the years that I was in marketing leadership, I experienced the variety of misconceptions that companies had with marketing. It was rare to find a company that viewed marketing as a profitable tool to communicate the vision of the company. Instead, they expected marketing to compensate for their shortcomings, and somehow convince customers to prefer us despite our failures.

If you tried marketing in the past and it didn’t work, it’s very possible you did it wrong because, when done correctly, marketing works. I’ve had clients spend a fortune on something they call marketing, and after it failed, then vow not to do any more in the future. Even huge companies like Radio Shack and JC Penney have created marketing plans that failed because they tried to present something they are not, or ignored the trends and expectations of their market.

Marketing, very simply put, is the ability to align all your existing resources around a clear and compelling VISION. Let me break this down for you.


Alignment requires that EVERYONE in your company be going in the same direction. It doesn’t mean that everyone sees things the same way, but that they filter things through the lens that is based on who you are (or are committed to be), so everyone is headed in the same direction.

Alignment lets your team anticipate and quickly react to issues to resolve them in a timely manner. This allows them to know where the company is going and be proactive in finding new opportunities, avoiding conflicts and resolving issues quickly without having to ask you for everything. The synergistic effect of people aligned in the same direction makes every action that much more productive. Contrast this with the results of people chasing in a variety of directions trying to do what THEY think makes sense.

ZapposAlignment also means you don’t chase random opportunities that are not part of the vision for your company. You only work with the right type of clients in the markets you desire to serve that offer the products and services for which the market is asking. By focusing the team on reaching your goals and objectives, you will see great results.

Existing Resources

You may not have the budget to run ads in the Super Bowl, but there are lots of creative marketing efforts you can use to reach your goals. One example was when the CEO of Mini challenged Porsche to a race. The video was created using a simple Flip camera and posted to YouTube, and had fantastic results. (Click the photo to see the video.)

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