In Richard Clarke’s book about the months leading up to 9/11 he quotes the CIA director George Tenet being so emphatic about the risks that his “hair is on fire.” The administration remained complacent until too late.
Is marketing is going through the same sit on the sidelines and wait approach to the current economic emergency? Where is the urgency?
This economy is unprecedented. As Paul Krugman says, “It’s not your father’s recession.”
My hair is on fire. Metaphorically, since I don’t have enough hair to have a real good bonfire.
Now is the time for companies to prioritize and fund the initiatives that will have the greatest benefit for the company. It must be both strategic and tactical. It has been my experience that in times like this marketers will reach for a list of tactics. Some may be brilliant. Some may be duds. But without a strategic framework it’s hard to separate them out before hand. And that just wastes money as the time companies can least afford it.
We have developed a streamlined process to help companies find cost efficiencies that will also increase the effectiveness and flexibility of their brand marketing.
What do companies have to lose by examining new scenarios for marketing? The playing field has shifted. The risk of doing nothing out weight the risks of experimenting.