Magazine article Marketing

A New Language Is Essential for Industry Change

Magazine article Marketing

A New Language Is Essential for Industry Change

Article excerpt

Take a cursory glance at the radical changes taking place in the marketing world of today and you're struck by the old-fashioned and passive language still used: mass marketing, above-the-line, through-the-line, ratings, and so on. Maybe if we created a new vocabulary to reflect the new marketing environment, we'd realise the scale of the charges which have overtaken the marketing industry since the creation of its original language.

Language and concepts reflect the way we approach our business; they provide the framework for developing disciplines that create competitive and innovative strategies. So having raised it as an issue, here's my stab at a new vocabulary and meaning.

The most profound dynamic emerging in today's marketing environment is the demand from customers for more personalised, differentiated brands, a process which completes the move away from the prevailing philosophy of mass marketing. Any new language or conceptual tools therefore need to be rooted in this shift if they are to help us to create effective marketing strategies. As a start, I propose that we call this new kind of marketing Brand Customerisation. Illustrations of this approach can be found in Sony's different types of Walkman personal stereos (I counted eight in a store recently) and Coca-Cola's ever expanding variants.

The developing media world is the key to realising brand customerisation. The apparent complexities and problems presented by media fragmentation actually represent the opportunity which allows for the media jigsaw to be put together in a customerised way for each brand -- brand customerisation realised through media customerisation. …

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