charles clutter marketing strategy

Marketing Strategy

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“Irony is OK in movies, but it's no way to run a business.” Charles Clutter's Mom

Ironic -- isn't it?

Marketing is the single most important part of the business equation.

Yet marketing is the one area that is most often ignored. And when the going gets tough, marketing is the first budget to get hacked.

The real irony is that even when organizations disregard marketing or cut their expenditures on it, they cannot kill the beast. Without internal support, marketing still survives. NO MARKETING is still marketing.

Have I lost you yet?

There are hundreds of definitions of “marketing,” most of them focusing on the selling of products or satisfaction of customer needs. But business thinker/consultant/guru/”social ecologist” Peter Drucker had it right when he said:

“Marketing is not only much broader than selling. It is not a specialized activity at all. It encompasses the entire business. It is the whole business, seen from the point of view of the final result, that is, from the customer’s point of view.”


integrated marketing communications

If marketing is ubiquitous, then communication is the sound in your head that doesn’t shut up.

Another irony: even when saying nothing, you’re saying something.

Since communication is the activity of conveying information, it only makes sense that you have some control over the messages you send.

That’s where integrated marketing communications comes in.

Different messages confuse your customers. Multiplicity results in sensory overload.

A strategic marketing approach aligns all your communications into a single, goal-directed, customer-centric interaction.

The marketing communications mix may consist of many different channels, strategically blended to form a campaign. At it’s best, the strategy is integrated into everything the company does so that a single consistent message is conveyed by all marketing communications.

Whether it be personal selling, advertising, packaging, electronic media, public relations, or any of the other available gizmos in the marketing toolkit, consistency and coherency are the keys to success.

branding & identity

Creating a brand identity is like the chicken vs. egg dilemma.

Which comes first, positioning or branding? Does communicating your marketing message begin with the look or the logo?

Instead of answering the chicken or egg question, a holistic marketing perspective is that both are integrally important and interrelated. It’s not an “or” question – it’s an “and” opportunity.

Branding your organization, products and services depends on a good logo, relevant font and color choices, and killer design work to pull it all together.

Your company’s brand identity is its essence – a fusion of its visual image and all the brand attributes that give it a distinct, marketable personality.

But just having a logo doesn’t make a brand.

Brands are living things. They communicate. They act and react. Brands create experiences. Brands build relationships.

Branding is about both identity and image. It’s about the promise and the perception. Brand identity is desire – it's where you want your brand to be in the minds of your customers. Brand image is reality – how the brand is perceived by your customers at a particular moment.

Charles Clutter: consistently successful in conceptualizing, developing and spearheading innovative marketing and promotional strategies that expand market penetration and yield company profitability.