INDUSTRY LEADER DOMINANT BRANDS WHICH HAVE CORPORATE COMMUNICATION DEPARTMENT ON THE BRAND SIDE AND TAKING PROFESSIONAL SUPPORT IN PROMOTION / ADVERTISING, MARKETING, PUBLIC RELATIONS MAY FALL BEHIND THE COMMUNICATION GOALS OF THE ERA.
When viewed from the outside by the stakeholders of the brand, it is generally thought that advertising agencies are responsible for this situation. But really thinking about it, reviewing the factors that are actually responsible, giving the right answers to the right questions provides an efficient result, so to speak, finding a scapegoat causes the brand to stand in place or even regress. Of course, it is necessary to consider the fatigue and disappointment of the sector employees who work for the brand.
If I list the mistakes made by brands falling behind in marketing dynamics, stuck in marketing obstacles and unable to reach their goals at the right time, and the factors that cause failure, the following items come first;
Being company and product oriented: Although most of the brands that have achieved success in the market claim to work “customer and stakeholder oriented”, it can be seen from the results that they are not. Depending on the nature of the sector, brands that gained momentum 15-20 years ago and who have this point of view find it difficult to maintain their position in the market and even fall far behind their competitors.
Although creative agencies try to give this brand a new perspective and offer suggestions, at the end of the day, the brand will insist on giving a message that will highlight its own product, using an aggressive marketing language from time to time.
If a successful advertising campaign or an award-winning communication work emerges from an advertising agency, corporate communication experts who do their job well have a big share in this.
Corporate communicators who do not understand the spirit of the brand: First of all, I appreciate and congratulate the corporate communicators who do their job properly. If a successful advertising campaign or an award-winning communication work comes out of an advertising agency, corporate communication experts who do their job well have a big share in this. However, unfortunately, not every brand is so lucky in corporate communication. There are also corporate communicators who do not have experience in their field, who are far from grasping the philosophy of the brand, who see themselves and their position as a rival to the advertising agency, who do not know the ABC of the sector, cannot even give briefs, and seems to be doing business just by giving revision. Of course, corporate communicators of these qualities; cannot communicate properly with its stakeholders and partners, makes mistakes, and sees no problem in billing the costs of mistakes to its partners.
Brand managers who cannot catch the spirit of the times: local brands often want to evaluate a manager responsible for purchasing in the field of marketing and promotion, and people who see integrated marketing communication only as a medium mix and cannot follow changing trends due to their intensity or interest work with agencies. As you can imagine, the result is far from satisfactory.
Of course, the factors I have tried to explain above do not constitute all of the barriers to marketing. I will talk about other elements in my next article. See you with the hope that you continue to learn in a world where right and wrong things change rapidly!
Dwt Mandalina / Nurettin YAY / Head of the Agency