Thursday, November 21, 2013

Why marketing?

Marketing is all about storytelling. It’s where creativity and strategy meet.

To me, a company’s brand is among its most treasured assets. Too often, companies dilute the sanctity of their brand to reach more consumers in search of higher profits. Marketers are the guardians of brand, we are the champions of legacy. I love this element. I love the romance of history, of backstory, of origin. Marketers have the unique opportunity to translate a brand's story to reach everyday people in ways that are meaningful. 

Of course marketing isn’t all about this romance. It’s also about strategy. It's about understanding who the customer is on the most basic level and then reaching that person in a way that is natural to them. It's much easier than it sounds, of course, but I enjoy a challenge.  
One of the reasons I decided to get an MBA is to make an official switch from marketing in the architecture industry to the retail world. Through working on Fancy French Cologne, I found that retail marketing was a space where innovation is truly valued. The architecture industry on the other hand is much more rooted in the old way of doing things, much slower (understandably) to adapt to new forms of reaching clients. Perhaps because the old ways still work. In contrast, retail consumers by nature want to see the novel. They want to be delighted. They dare us to impress them.

I couldn't ask for a more fulfilling challenge.


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