End of Image?
It's more about sales, says a marketing guru
All the business magazines have been telling you Professional
Jeweler included that marketing is as much about brand-building
and community recognition as it is about sales. One expert disagrees
"Marketing is not about creating an image," wrote
Sergio Zyman, former chief marketing officer of Coca-Cola, in
his new book The End of Marketing As We Know It. "Having
an image just means that I know who you are, but it doesn't motivate
me to do anything. Marketing is not about creating award-winning
commercials either ... For fast-food restaurants, it's about
bites and slurps. For the airlines, it's about butts in the seat."
Zyman seems not to discredit image, just the campaigns that fail
to include clear calls to action.
by Stacey King
Copyright © 1999 by Bond Communications.