Have we learned anything?

Brands like Toyota, Jeep, Ford, Chevrolet have not emerged without the effort of some incredible brand marketers. These relevant and iconic brands spend millions of dollars in research, product, development, to marketing, PR and overt communications. Marketing will never be perfect but it can certainly be better, especially in this day of change in consumption habits.

When these iconic brands deliver great product, they have an extensive following of brand loyalists. It should be no surprise that these brands and their loyal following have not just happened. Great marketers have spent thousands of hours perfecting the brand image, the message, the product and the package that we experience as the mark. This will not change in our lifetime. What will change is the way we create awareness, deliver the message and impact the brand image. That is, however, assuming we continue to learn and evolve our marketing strategy.

The auto market as we know it is evolving. Factories need to consider flexible manufacturing; captives eliminated lease plans due to residuals, etc.

As we all try to figure out the potential value of a consumers, lets not forget that these consumers are not spending as much time with TV, print or other mediums – especially the younger generation and therefore brands must find a balance between KBA (key buying activity) and KEA (key engagement).

Why haven't marketers and their agencies taken the gloves off with regard to the digital landscape? Why are so few ad agencies fighting for the ability to attack the areas that will help brands improve their awareness, perception, preference and intent to purchase?

We have rolled along the bumps in the road on change and smart marketers are beginning to recognize the need for change in their media mix. They are learning the value digital will play in brand building and DR. This continued change is not easy, it requires fresh thinking and it means integrating media teams to build consistent integrated media agnostic campaigns that consider change in media consumption. It also means for those of us who have grown up in online to think outside of the online media Excel spread sheet.

I contend we have learned, marketers and their agencies need to apply the learning to better execute.
“If you want to build a ship, don't drum up the men to gather wood, divide the work and give orders. Instead, teach them to yearn for the vast and endless sea.” Antoine De Saint-Exupery