Your
marketing sucks. But then again so does everyone else's. It's been
driven to blandness by a combination of focus groups that couldn't
"get" your new idea, repeated changes from your management team,
internal squabbles and marketing ideas from a time when advertising
spend equalled market success. But maybe there is a deeper problem...
Put
simply, in 2009 if you don't have a great product then no amount of
sales, marketing, branding or advertising will help you. What might
just help is design. In particular, a way of approaching new product
development and marketing problems called design thinking. You still
need traditional marketing to execute but for new ideas or new brands
you need a new approach.
I work in a field
where design thinking is well defined, well understood and well
appreciated. But today a marketing manager stopped me in my tracks in
the middle of a meeting. She asked me, "So everything you've told me
about design thinking just sounds like good marketing. What gives?" I
was lost for words and this blog post is my attempt at an answer after
the fact.
Design is not just good marketing. It's a fundamentally different way of approaching problems within your business.
READ THE REST : Peter Thomson on design
SOURCE: Peter Thomson on design
POSTED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY : andreea_hirica
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