There’s a thespian in every marketer and a marketer in every thespian. Whether or not you agree, the real contenders of stage, screen and marketing share this trait in common: the ability to commit. It’s a skill that won the late Marlon Brando an Oscar and one that many businesses and organizations invest in to deliver long-term profitable relationships with their customers, clients and members.
Just as Brando so powerfully committed to a character struggling between his conscience and an environment of corruption in this classic scene from On the Waterfront, marketing contenders are in it to win it. They have an active commitment versus a passing interest. This includes having a plan, budget, strategy and tactics. Marketing contenders are all-in and focused from conception to delivery to return on investment – we could use the long-haul versus cheap thrill analogy here. They are not the cut and run type. Instead, marketing takes center stage, day in and day out, sometimes 24/7. These stalwarts create value, information and engagement that organically grow product or service, company and brand appreciation. Are you a marketing contender or merely a marketing “could ‘a been” a contender?
Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness.
W.H. Murray, Scottish mountaineer and writer
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