Where to Find Real Diamonds in Your Marketing

Marketing, as Peter Drucker observed, was one of the two functions that alone made money for a business - all else was a cost. Thus it is PDI - Pretty Damned Important! It's a shame, therefore, that it only does - usually - half the job. True, that half it may do spectacularly well, but polished fake diamonds with all the branding collateral imaginable are still... only fake. One of the most important things a business needs to do to sustain profits and ensure longevity is to create a compelling narrative about itself. The 'story' - or narrative - is the diamond (or diamonds) that the organisation owns and which reflects on its own being. Stories can clearly convey the value proposition more effectively than any other mechanism; they differentiate your product or service from the competition; they can justify premium pricing; and finally stories heal organisations (and individuals) where damage has been done. But generally speaking what marketing companies and internal marketing functions do is polish, present and beautifully brand a 'false' diamond. A fake diamond sounds like this: 'committed to excellence' or 'quality first'!

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