Integrated Marketing: Favourite Quotes
August 27th, 2010
Here are a couple of favourite quotes about marketing/communications integration.
“The point of integration is not simply to use the same image and ignore the strengths of a particular medium. We call this re-purposing without purpose. The point of integration is to have a consistent voice while maximizing the strengths of each medium. True integration delivers the brand statement from mass to grass, from mass marketing to grass roots activities, with the Internet residing firmly in the middle as both a mass and one to one marketing weapon.”
- unknown
“The Strategic Idea is an idea that transcends media choice, that is compelling in and of itself. It is not merely a theme line, although some lines like “Just do it” are perfect embodiments of strategic ideas. A strategic idea can be a visual, like the Compaq Q or the Post Office’s eagle or language like IBM’s e-business campaign. A strategic idea can also be conceptual–like freshness dating from Budweiser, an idea that transcended advertising and helped AB fight back the imports. But, and this is big but, this idea must lead to naturally compelling executions across all media. How can you be sure when you’ve got a strategic idea? Funny enough, that’s the easy part-creative for ads, banners, web sites, etc. will flow naturally from the idea. If not, start again.”
- unknown
A good idea uncoordinated is still better than a lousy idea that is well-coordinated.
- Martin Sorrell
