Holistic Marketing Concept

The Holistic Marketing Concept is the theory that all profitability stems from creating customer value. Creating and communicating customer value is the primary function of marketing. The job, then, of marketing is to work with every department in an organization to create value, and to communicate that value.

Create a Brand Driver

Good market research will let you know what aspect of your brand is most important to the consumer. Your job is to be the best at what is most important - and to let that drive the bus. All brand extensions or sub-brands are subservient to the brand driver, and should only be pursued in ways that support your main brand.

Work the Plan

Marketing objectives should be based on revenue objectives, and marketing activities should be based on a strategic marketing plan. Once the plan is created, a marketers job is to work the plan. When marketing becomes reactive, instead of proactive, then the competition wins.

Internal Marketing

If every single person in your building isn't aware of, and excited about, your brand, then no one outside your organization will care about your brand.

Don't Herd Cats

Don't try to be all things to all people. Don't load plan with a lot of extraneous activities that make you look busy and creative. Choose the activities that will grow your success, and achieve excellence in those areas.  Everything else is a distraction. (Footnote: Not all good ideas are effective ideas.)

Project Management

 Great ideas are just ideas until they are implemented. The formula for successful marketing is Strategy + Creativity X Project Management. Project Management is the exponential factor that will determine your the level of your success.