- Title: Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing
- Autor: Tom Doctoroff
- Publisher (Publication Date): St. Martin’s Press (November 11, 2014)
- Language: English
- ISBN-10: | 1137279303
- ISBN-13: | 978-1137279309
- File Format: EPUB, PDF
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don’t embrace “Big Data,” they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of “digital” branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can’t stand without the traditional foundation.
Tom Doctoroff offers what he characterizes as “a four-part framework that unifies conceptual and executional essentials, demonstrating that the brands that address [forging order from chaos for both marketers and consumers] most effectively will always reign supreme, boasting the highest margins and the most loyal consumers.” His is a “simple-but-nuanced approach to grab the holy grail of marketing: harmony between the clarity of top-down positioning and the dynamism of bottom-up consumer engagement; between long-term brand equity and short-term tactical messaging; and between emotional relevance and results elicited by data-driven technology.” I have always viewed strategies as “hammers” that drive tactics (“nails)) and there is no doubt that social media such as Twitter offer all manner of possible tactics to help strengthen customer relationships. However, as Doctoroff explains, their proper benefits — and limitations — must be recognized and accommodated: both analog and digital channels have value if (huge IF) effectively coordinated. Moreover, marketers must not become preoccupied with the digital connectivity at the expense of nourishing what have been “long-term relationships between human beings [not machines] and the brands they love.” These are among the dozens of passages of greatest interest and value to me, also listed to suggest the scope of Doctoroff’s coverage: o A Brief History of Branding (Pages 12-16) o Digital Daze (31-35) o The Value of Strong Brands to Consumers (39-43) o [How] Strong Brands Provide Tangible Benefits to Parent Companies (44-52) o Unearthing Insights into Consumer Behavior: Human Truths That Unite Us (55-61) o Cultural Truths That Set Us Apart (61-73) o Techniques to Uncover Human and Cultural Truths (75-77) o Insights About Emerging Markets and Business Strategy (77-86) o Great Brand Ideas: From Conceptual Unity, Strength (94-98) o The Unique Brand Offer: Resolving the Insight (99-107) o Organizational Barriers to Powerful Brand Ideas (131-133) o When to Abandon a Brand Idea (137-146) o Engagement Ideas That Inspire “Opting In” (156-158) o From Engagement to Advocacy (162-177) o Defining Engagement Ideas (180-182) o Intimacy (191-193) o The Nine Rules of Online Content (221-238) When concluding his book, Tom Doctoroff briefly reviews what he characterizes as two “broad points.” They are centrally important to the establishment of an appropriate framework required for strong brand equity and deep loyalty. I agree with him: “First, the barriers between traditional and new media are artificial. They must be deconstructed…Second, engagement is more than a digital connection between manufacturers and consumers.” Why? Because loyalty “is rooted in a long-term relationship between people and brands they love. It is born as a ‘brand idea’ — a two-way commitment, long-term, and dynamic — that provides conceptual unity across an ever-changing marketplace, expressed as engagement ideas people want to spend time with. Engaging creative ideas, today or forever, are the source of high price premiums and margins.” If your organization’s objective is to establish and then sustain long-term relationships of engagement, not only with its customers but with its own people, just about all the information, insights, and counsel you need are provided in this book.