"I like that", the words you least need to hear?
The words you need to least to hear as a marketing responsible are “I like that”
Be that from someone responding to an idea for a promotion, a new packaging design, a new product concept or a creative communication design! Or an advertising agency, a supply or service vendor, or your boss!
At its heart, marketing is a fine blend of creativity, innovation and imagination which must always be combined with a rigorous discipline.
So the accolades you should be looking for should say:
“That is exactly what the brief calls for” or “That is exactly what is required to exploit that opportunity we were talking about!” or “That exactly meets the brief and what else can we do?”
Your job is to initiate strategic discussion and get total involvement by all relevant parties, to get formal agreement for the discussion by writing it into a detailed brief and finally to coordinate the execution of the project to the standards agreed in the brief.
That discussion includes, the target market, the project style, type and levels of activity, collateral elements and timing detail of project and the cost and financial reward
Coordinating that is the real job.
So when your boss says “I like that” ignore it. It adds nothing to the success of the initiative?
A better reply would be “That meets the brief and what else can we do to ensure success or what help do you need to ensure success?”
That a much more profitable answer!
Garth has over 20 years’ experience marketing dominant brands in South Africa, established multinational and local start-up brands in Saudi Arabia, Dubai and the GCC. A scientist and teacher by training he has learned his craft experientially with from mentors from a traditional FMCG background. Garth is an integrator by nature; bringing the best of the brand, the people and the environment together to maximize the brand position, its success and profitability. In his unique manner he has assisted a number of brands to reach their full potential. He enjoys the mountains; walking and mountain biking. If you would like to explore how Garth might assist you in maximizing your brand, you can connect via LinkedIn or garthsu@gmail.com