Hello all, I am tak­ing the plunge and invad­ing the blo­gos­phere with my par­tic­u­lar take on the influ­ence that Brand Man­agers or Cre­ative Direc­tors can have on the suc­cess of a mar­ket­ing orga­ni­za­tion. My team at Omni­ture is a hub for mar­ket­ing and many other groups when it comes to exe­cut­ing programs.

As such, we are in a unique posi­tion to expand beyond tra­di­tional cre­ative roles of just iden­tity and design, and become a cre­ative ser­vices orga­ni­za­tion enabling every facet of marketing.

Tra­di­tional Cor­po­rate Mar­ket­ing, Demand Mar­ket­ing and Prod­uct Mar­ket­ing teams can eas­ily become siloed—with the cor­po­rate team focus­ing on PR/AR, and the demand team focus­ing only on SEO and SEM and the prod­uct team focus­ing on sales tools and col­lat­eral. Cre­ative Ser­vices gen­er­ally work on almost all projects that go out the door in mar­ket­ing, and are the last line of defense in mak­ing sure that each group is com­mu­ni­cat­ing the same con­cepts, visu­als and messaging—in the same way.

Inno­va­tion and inter­ac­tiv­ity in mar­ket­ing has become a neces­sity and Brand/Creative teams should be trail­blaz­ers in cre­at­ing a syn­ergy of brand to demand. Cre­ative Direc­tors can have a direct influ­ence on demand when they focus their efforts on a few essen­tial mar­ket­ing pro­grams to stream­line the mes­sag­ing from a cor­po­rate brand cam­paign to a demand campaign.

Two key areas where brand sup­ports demand include:

  • Mar­Com: Thought-leadership pro­grams or campaigns
    • Messaging-driven (brand), offer sup­ported (demand): Prod­uct col­lat­eral, cor­po­rate adver­tis­ing, white papers, co-sponsored indus­try guides
  • Demand Gen­er­a­tion: thought-leadership & solutions
    • Offer dri­ven (demand), mes­sag­ing sup­ported (demand): Webi­nars, best prac­tice guides, indus­try find­ings and reports

A new brand to demand pro­gram struc­ture would fol­low this model:

When viewed in this fun­nel model, it is appar­ent how many points of inter­ac­tion that the Cre­ative team will have on each pro­gram. This rep­re­sents a huge oppor­tu­nity for Cre­atives to move beyond being design­ers, and to becom­ing ‘Bremandos.’

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