Non-marketers, please stop telling marketers how to do their jobs

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Every marketer in the world has suffered the stop-by at the desk, having to listen to the dumbest ideas ever. The finance person, plant manager, even the CEO all stop by and say, “You know what would be a great idea…” And we have to listen and smile, and then say “great idea” no matter how dumb or lame the idea is. This is the curse of being a marketer because non-marketers always tell us how to do our jobs. 

No one ever tells a pilot, “I hear the Pittsburgh airspace is good today” or tells a surgeon about a new scalpel their taxidermist uncle uses. I don’t even think accountants get non-accountants stop by their desk and tell them how to do accounts payables. 

I suppose that everyone who has a TV and can critique Super Bowl ads or those with a Twitter account can believe they can now say they are a marketing expert. And every marketer has to endure the ideas of the non-marketers.

The commentary that I see coming from non-marketers is borderline cringe-worthy or hilarious.

When I see people on LinkedIn writing, “Marketers need to think more about the consumer,” I think you’ve never met a real marketer. The best marketers started doing that around 1915. I guess somehow this is now popular among non-marketers.

When I hear, “Marketers should analyze data,” again, I’m thinking what incompetent marketers have you been hanging around with. That’s been a significant part of the job since 1950. Sure, big data. But I have been working any data from share report data to Ipsos tracking data to weekly Walmart sales tracking data.

Do you even know what marketers do?

When I read, “The CEO should be in charge of the brand,” I think, “Well then the CEO should be in charge of the IT system.” Sure, in charge, but they should be smart enough to delegate to the experts who will make their brand stronger.

The best marketing-led organizations have bottom-up recommendations, empowering the brand manager to tell their directors what they want to do, who then support them in moving that up to the VP and President.

The worst organizations are when the CEO walks down the hall and asks, “Why are we not on Instagram? My 15-year-old daughter was showing me how cool it is this weekend”. This is likely why the average tenure of a CMO is under 24 months at this point. They are like sports coaches, who are hired to be fired, by the impatience of getting results. Or is it the impatience of not implementing the dumb ideas? 

When I hear, “Marketing needs to be more than just advertising” once again, you don’t understand the job….typically, advertising is 10-15% of the job. The best marketers determine the strategy, figure out the brand promise, brand communication, product innovation, purchase moment, and consumer experience…they touch all, decide all, but they let their experts run each of those touchpoints. 

Marketers don’t just “do marketing.” We run a business

I am glad so many want to be in Marketing. But you really should have to earn your way into it. Go interview for a job, get rejected a few times, push to really get in there, and then learn like a ton for a few years. 

I spent 20 years in marketing. I could not believe how much I learned in my first five years, then even more in the next five, then way more in the following five and absolute insane amount in those last five years. I’ve now been a consultant for ten years, and I swear I know twice as much as I learned in the first 20. It is a never-ending learning process. 

Marketing is harder than it looks. 

We are not experts in anything. While marketers don’t make the product, we don’t sell the product or create the ads, we do touch everything that goes into the marketplace, and we make every decision. All of our work is done through other people. Our greatness as a brand leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it to our brand. 

Brand management has been built on a hub-and-spoke system, with a team of experts surrounding the generalist brand leader. Marketing is not just an activity. The best marketers have to think, define, plan, execute, and analyze, using all parts of your brain, energy, and creativity.

This is everything a marketer must be able to do

brand management

The crucial skills marketers need

To achieve your full potential in your career, brand leaders must know how  to think strategically, define the brand positioning, build a brand plan that everyone can follow, inspire creative marketing execution that drives brand growth, and analyze the performance of the business.  

  1. Concerning strategic thinking, you need to use challenging and interruptive questions, take a holistic view of the brand, lead strategic debates on the issues, and make smart strategic decisions.
  2. To define your brand, you must know how to find the consumer target, understand the potential functional and emotional benefits, create an ownable and motivating brand positioning statement, then build out a brand idea that guides every consumer touchpoint on the brand. 
  3. To write a brand plan, you need are to lead all elements of the plan, turn your strategic thinking into strategic objective statements, present to senior management, and develop smart execution plans. 
  4. For marketing execution, you must be able to write a brief, lead the project management aspect of any marketing execution, inspire the experts, and make smart decisions. 
  5. When it comes to analytics, you need to know the sources of data, be able to dig into the analysis, lead a deep-dive business review, and write an analytical performance report.
 

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beloved brands

the playbook for how to create a brand your consumers will love

Covering every aspect of brand management, it is no wonder that our readers reach for Beloved Brands multiple times each week to guide them through the challenges of day-to-day brand management.

Get ready for a mind-bending journey as we take you on a deep dive into your brand strategy. We’ll challenge you with thought-provoking questions designed to shake up your thinking and help you see your brand in a whole new light. And our unique process for defining your brand positioning will leave you with fresh ideas and new possibilities for how to differentiate your brand.

But we won’t just leave you with ideas – we’ll show you how to turn them into action. Learn how to write a brand plan that everyone can follow, ensuring that all stakeholders are aligned and contributing to your brand’s success. We’ll walk you through the creative execution process, from writing an inspiring brief to making smart and breakthrough decisions.

And when it comes tao analyzing your brand’s performance, we’ve got you covered. Our innovative methods will help you dive deep and uncover insights you never knew existed, giving you the knowledge you need to make the best decisions for your brand’s future.

But don’t just take our word for it – our Amazon reviews speak for themselves.

With over 85% of our customers giving us a glowing five-star rating and an overall rating of 4.8 out of 5.0, we know we’re doing something right. And with numerous weeks as the #1 bestseller in brand management, you can trust that we have the experience and expertise to help you achieve success.

Ready to join the ranks of the Beloved Brands community? Order our book on Amazon, Rakuten Kobo, or Apple and start your journey towards brand success today.

Take a read through our sample chapter on strategic thinking

Marketing Careers

On a classic marketing team, there are four key levels:

  • Assistant Brand Manager.
  • Brand Manager.
  • Marketing Director or Group Marketing Director.
  • VP Marketing or CMO.

To illustrate, click to zoom in on the brand management career pathway. 

In simple terms, the Assistant Brand Manager role is about doing, analyzing and sending signals you have leadership skills for the future.

At the Brand Manager level, it becomes about ownership and strategic thinking within your brand plan. Most Brand Managers are honestly a disaster with their first direct report, and get better around the fifth report.

When you get to the Marketing Director role, it becomes more about managing and leading than it does about thinking and doing. To be great, you need to motivate the greatness from your team and let your best players to do their absolute best.

And finally, at the CMO level, you must create your own vision, focus on your people to make them better and shine, drive the business results, and run the processes.

Our Beloved Brands Marketing Training program will make your team smarter.

If you are running a marketing team, you will always benefit from having a smarter team. When you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. As a result, you will see them make smarter decisions and produce exceptional work that drives business growth.

We’ll work with your team to help them learn more about the five core marketing skills: Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. Most importantly, your marketers will learn new tools, concepts, and ideas to trigger new thinking. To help their skills, we get participants to take each tool on a test run. Then, we give feedback for them to keep improving. 

To illustrate, click to zoom in on the brand management career pathway. 

Strategic Thinking:

Our marketing training teaches brand leaders how to ask tough strategic questions to slow everyone down and engage in debate of options to move forward. To start, you will be given various tools to approach strategy in a thoughtful, analytical way. Importantly, marketers need learn how to change brain speeds to move from a strategic thinker style to uncover what is holding back a brand, and onto an instinctual thinker style on marketing execution. 

We introduce our Strategic ThinkBox that allows marketers to interrogate their brand. Importantly, our ThinkBox pushes you to take a holistic look at the brand’s core strength, competitive landscape, tightness of the consumer bond, and business situation.

Brand Positioning:

Our brand positioning process teaches how to decide on the target market, consumer benefits, and reasons to believe. To start, you will learn to define the ideal consumer and frame the definition with their biggest needs, consumer insights and their enemy. Then, we provide our benefit cheatsheets to help learn how to discover the functional benefits and emotional benefits that a brand can deliver. Importantly, marketers need to make a decision on trying to stake out a unique space that is motivating to consumers, and ownable for the brand. 

Learn to use our brand idea tool and see how it helps to communicate the brand idea to everyone across the organization. Finally, marketers will learn how to take the brand positioning work and translate it into a brand concept, brand story, and a brand credo.

Marketing Plans:

We see the marketing plan is a decision-making tool on how a brand will spend their limited resources. Moreover, the marketing plan communicates the expectations to everyone who works on the brand. Importantly, we teach marketers how to put together the vision, purpose, goals, key issues, strategies and marketing execution plans

Learn how to write key issue questions and strategic statements that forms the foundation of the marketing plan. In addition, our marketing training provides various marketing planning templates including our one-page brand plan and ideal Marketing Plan presentation deck

Marketing Execution:

Our marketing execution training starts with the concept of our Marketing PlayBox that matches up to the Strategic ThinkBox. To keep marketers on strategy throughout the execution stages, our Marketing PlayBox helps find in-the-box ideas that meet four dimensions: they are focused on our target, fit with the brand, deliver the message, and execute the strategy. 

To start, we show how the creative brief sets up the PlayBox, serving as the bridge between the plan and execution. We go through the creative brief line-by line  and give you examples of the best and worst. Importantly, you will learn to use our Creative Checklist to help make smarter decisions on creative communications. We workshop how to give feedback to your agency based on gaps you see with the checklist. 

Learn to make media decisions that match up to your consumer’s purchase journey. In addition, we provide a similar Innovation Checklist to compare innovation ideas. 

Brand Analytics:

Our comprehensive brand analytics training teach brand leaders how to lead a deep-dive business review. We outline the best analytical thinking so you can become a well-rounded marketer. 

Learn to look at the marketplace, consumer analytics, channels of distribution, competitors or other brands in their industry. And, learn assess the brand itself. Importantly, you will learn how marketing funnels can help assess the brand’s performance. We provide 64 analytical questions that marketers can ask of their brand. Finally, we show how to understand the financial performance indicators of the brand.

Our training looks at three specific streams; Consumer Marketing Training, B2B Marketing Training, and Healthcare Marketing Training. With each program, all the of the examples are tailored to the type of marketer. Undoubtedly, we believe marketers will be at their best when the can see the concepts or tools working on their type of brand.

Take a look at our Marketing Skills assessment tool to see how you or your marketing team measure up.

For more information on our Beloved Brands Marketing Training programs, click below or email Graham Robertson at [email protected]

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Graham Robertson

Email: [email protected]

Phone: 416–885–3911

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beloved brands

the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have rated Beloved Brands a 5-star. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

Marketing Training

The smarter your team, the better the results you will see!

As a marketing team leader, you know that your team’s success is essential for your company’s growth. Our Beloved Brands marketing training gives your team the skills they need to make strategic decisions, produce exceptional work, and drive business growth. They will learn to define brand positioning, write effective plans, improve brief writing, make informed execution decisions, and analyze their brand’s performance.

We have designed our marketing training program to build the fundamental skills to help your team reach their full potential. We will work with your team to help them learn to take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

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