I’ve just read a very interesting series of blog posts by Allen Mitchell, where he talks about how marketers have made a BIG error – a misperception – that pervades everything marketers do. And OMG he doesn’t hold back on marketing’s traditional belief systems.

But, what is this whopping great big marketing error?

Image from Ralph Buckley

Well, it’s our industry’s belief that marketing is a ‘stimulus-response’ activity where marketers send out various types of stimuli to consumers, whose attitudes and behaviours are then changed, to elicit certain desired responses. I think I have to agree.

Because on this, Allen thinks marketing is suffering from a bad case of schizophrenia.

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It staggers me the amount of business professionals that think of marketing only as selling and advertising. Then again, no wonder – every day we are inundated with people telling us how to market our business via television programs, newspapers, books, magazines, blogs, podcasts and sales calls. Someone is always trying to sell us the next big marketing fix.

It seems the marketing profession is dominated not by marketers, but with very loud advertising & pr people, graphic & web designers, copywriters, salespeople, tv & radio presenters, journalists, life & business coaches  and the scariest group, cardigan wearing accountants.

Therefore, it may be a surprised to these people that selling and advertising are only the tip of the marketing iceberg. Although these functions of marketing are important, they are only two of numerous other marketing functions and they are generally not the most important ones.

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Indecent in Flint
Originally uploaded by idahostudios

What, another meaningless blogging award? Yes, it’s an award (I think), but no, it’s not meaningless. 

In fact, it got very excited after reading Tom Peters' post on ‘Creativity Award in Tough Times’ and got me thinking of the possibilities.

In his post, Tom recognises Hyundai’s creativity during the current global financial crisis. Tom said “My top award to date (I'm late on this) goes to Hyundai, for its program of allowing a purchase to be returned within a year if the purchaser becomes unemployed.”

I read that and nearly fell off my chair.

A car company with imagination, creativity and DECENCY – STOP THE PRESS! Has the world gone mad? Did the world turn upside down last night?

Hyundai’s marketing team should be given a Nobel Prize for something. My faith in marketing and advertising is back, but will other companies’ catch on to Decency Marketing.

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I thought it was a good idea to share with you a Seth Godin's pesentation, I found on YouTube. 

I think iIts good food for the brain.

  Blood Nose 
  Originally uploaded by Steve Kay

AUSTRALIAN MARKETING INSTITUTE is calling for nominations for election of members as state councillors.

Over 70 AMI Members are wanted to run for state elections to bring new blood to the organisation.

Ideally suited to members qualified in marketing with a vision of AMI Members becoming the preferred choice of employers and clients, valued by the community and leaders in the marketing profession.

The election will be held on the 24th September 2008.

Existing State Members and marketing laggards need not apply!!

This Advertisement has been made by Gordon Whitehead MMktg, AFAMI, CPM on behalf of  ‘Marketer’s with a vision.’

What’s your vision for the Australian Marketing Institute?

  Social Media Landscape 
  Originally uploaded by fredcavazza

The world’s most powerful people are worried, marketers are worried,
politicians are mainly ignorant and small business owners are confused.

The Advertising Industrial (r)evolution has begun. Social media has
reshaped our understanding of the marketing world which is now in a
continual state of flux.

There are no real Social Media experts yet, no right or wrong…the consumer is back in control. Charlene Li and Josh Bernoff say it best in their book ‘Groundswell‘ "Your brand is what your customer says it is."

Advertisers have to understand we have moved to a conversational era,
social media is not something advertisers can do part-time or offload
to the new kid. Advertisers need to commit, understand the social media
landscape and then, try to keep up with constant change.

According to Fred  Cavazza:

“Whether
you want it or not, conversations occur with or without you. What you
have to understand is that it is highly illusionary to think you can
control your brand by restricting blog usage from your employee or by
avoiding social networks."

"Your brand does not belong to you
anymore, it only exist in customers’ mind, which are massively present
in blogs, forums, wikis, social networks… So you have to choose between
suffering and benefiting from online conversations. That is why it is
important to name a social media champion within your organization
(just choose the right job title: Community planner, Social media
manager, Community architect, Social analytics expert…).”

Fred has uploaded a series of great social media diagrams to help people understand – check them out. Also, check out Robert Scobles ‘Starfish’.

Its here…hosted by Wil Anderson – The Gruen Transfer.

It promises to be a fast, funny show about advertising, how it works, and how it works on us.

A panel of ad industry brains will attempt to decode TV commercials. God help them.

And there’s more. It has a segment called ‘The Pitch’, where competing agencies fulfill an impossible brief. Where will they put their egos?

The show is on Wednesday nights at 9pm – don’t miss it.

I just can’t wait and maybe one day they ask me to join their panel.

Franck Muller
Originally uploaded by Andrew Kung Photography

Game on!

At last, Drew McLellan has announced the timetable for the 275 co-authors to complete their piece of the Age of Conversation; "Why don’t they get it?" book.

Even though this is a global project comprising of 275 of the leading market brains, I’m proud to say little old Newcastle, in regional NSW has two contributors – Craig Wilson (Media Hunter) and me. Craig Wilson is the owner and driving force behind the succesful Advertising Agency – Sticky Advertising.

Each author has been asked to select one of eight topics that falls under the "why don’t people get it?" theme. 

In the next day or two, Drew will send out the submission guidelines and the release that needs to be signed and returned by each co-author. There is still 35 authors that have not signed up for a topic, but that won’t be a problem.

But for now….here’s the schedule (our best educated guess):

Age of Conversation ‘08 schedule

1. March 15 Authors announced, topics introduced
2. March 23 Author list publicized
3. March 26 Reminder of Bum Rush sent
4. March 29 Bum Rush
5. April 1 Topic list closed
6. April 12 Release sent to all authors/"rules" sent to all
7. April 14 Topics assigned to anyone who has not selected their topic
8. April 15 Topic list sent to all authors (so you can see what your topic is)
9. May 15 All chapters due
10. May 16 Editing/reviewing entries begins
11. June 15 Edits/requests for re-works etc. out to authors
12. June 30 All copy finalized
13. July 15 First design/layout due
14. August 1 Layout finalized
15. August 15 Lulu proofs in hand, final edits made
16. August 21 (or so) Book is released

DSC00214
Originally uploaded by Zafar Baig

Free Coffee! If any of my fellow co-authors decide to take a trip to the lovely Australian Port of Newcastle, I’ll stick my hand in my pocket and pay for your coffee or tea for the duration of your trip. Please do not come all at once…

Back to the book.

In mid-January, Gavin Heaton and Drew McLellan announced they were ready to take on the sequel to the incredibly successful Age of Conversation.

Gavin & Drew put out an author call and in a new twist, asked everyone (authors and readers) to vote on the theme of this year’s book.

The votes are tallied and we’re off to the races!  The winning theme was "Why don’t they get it?"  To add dimension to the book, Gavin & Drew added a new layer — topics. 

So each author was asked to select one of eight topics that falls under the "why don’t people get it?" theme. 

So now Gavin and Drew thought it was time to introduce you to the 275 (yes…275!) authors of Age of Conversation: Why Don’t People Get It?

Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, R.J. Northam, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

Proper signage
Originally uploaded by 315ssuahC

Have a look below at this ABC Nightline report on the McDonald’s, Starbucks Coffee Wars.

It highlights a perfect case of repositioning your competitor.

And what makes it even better? Its between two big iconic brands that until recently didn’t see each other as major competitors. That has now changed!

The people at McDonald’s have decided to move in to the more lucrative coffee market, positioning themselves as the fast coffee and skillfully repositioning Starbucks as the slow coffee. Its too early to say, but will this classic positioning strategy crack Starbucks coffee cup?

One of these brand icons is truely going to get a bloodied nose…its a modern day epic battle.

What a case study for us marketers!