Saturday, February 18, 2012

Brand Against the Machine

John Morgan’s book Brand Against the Machine begins with the premise that the model of marketing with tactics designed to bombard a mass audience is flawed. He tells us the system is broken. Messages are unwelcome and unwanted. We need to stop marketing to people and start marketing with people. John is an expert in digital media and has become, almost by default, a leader of a movement. The book is already a top seller among marketing books.  It was released just a few months ago. (More information at  www.brandagainstthemachine)

John was the keynote speaker in St. Louis as a guest of the American Marketing Associations chapter where he was joined by an all-star line up of marketing people. The conference featured kick off speaker Mark Quinn, Vice President of Marketing at Leggett & Platt, a leader in inner-spring engineering/technology for furniture, automotive seats and bedding. Next on the stage as speaker was Brian Hall, the Chief Marketing Officer for the St. Louis Convention and Visitors Commission. The event also included a thought provoking panel discussion that included Denise Bentele, President of Common Ground Public Relations; Donna Heckler, Brand Strategy Lead for Ingersoll Rand, the makers of Trane HVAC products; and Jim Stone, Executive Vice President for one of the nation’s leading research companies. Brand strategist and business coach Bill Ellis was master of ceremonies at this event. It was remarkable!

Even though this is the 51st annual marketing conference in St. Louis presented by the local chapter of the American Marketing Association of which I am a board member it is incredible how the whole thing came together to get a full house at the Lee Auditorium of the Missouri History Museum at Forest Park. But is came together and the excitement was palpable.

A rapid fire line-up and so much energy! Around thought leaders like this you can’t help but to be inspired and encouraged. The world is changing rapidly. Methods of marketing and communicating must evolve too. People still do business with people. They prefer working with those they know, like and trust. Your business is now more about you that ever. You want to pay attention to your brand. Your company is a brand. You are a brand too. And now more than ever we are operating in an environment of transparency. You have to know who you are, own it and share it with your prospects. Offer value. Be relevant. Be true. Be a success.   

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