Coordinates 09.20.02
Welcome to Coordinates 09.20.02
Hi all,
Happy Fall equinox!
In this Coordinates, we build on our last newsletter where we introduced the idea of not falling (no pun intended) for every shiny new marketing channel and rather making sure to set your marketing approach by first applying a Marketing Strategy Framework. Here we build on that thinking with how to develop a Marketing Plan, simplifying it back down to the basics. Regardless of the complexity of marketing these days, what’s important is getting the fundamentals right and not overcomplicating how you approach your planning. If you have different thoughts on it, I’d love to hear your perspective.
This month we have a full round-up, along with What’s Trending, a Book in Brief, and a podcast Worth a Listen. There’s a lot below, so we hope you find at least one insight that inspires you to action.
I hope your back-to-work month is going well and you're staying sane despite all the upheaval in the world.
If you need a pick-me-up, check out the 2020 finalists for the Comedy Wildlife Photography awards (which also can be thought of as a great annual content strategy). They are hilarious, as usual. : )
Be well,
Kathy
P.S. If you missed our notes on productivity and taking the crazy out of busy, find the past newsletters here and here.
P.P.S. Plan to tune in next month when I’ll be sharing our new report on Branding for Good!
Brand Corner
Modern marketing is complex. But it doesn’t have to be.
Having worked across multiple industries from Consumer Packaged Goods (CPG) to eCommerce and gotten sucked into the hype of new marketing channels from social media to influencers to content marketing, I can understand how marketers get tripped up on how to think about building a marketing plan in today’s industry environment and media landscape. New terminology is constantly introduced even when concepts aren’t new but applied to new tools and channels. And, experts in specific fields champion certain tactics as if all marketers across all industries should jump in full force.
Before doing that, stop! It’s helpful to step back and revert to fundamentals that still apply in today’s marketing world. In this article, I want to break down in simple terms what is helpful to have in place before building your Marketing Plan and an approach to building a plan regardless of what new tactics may come into play. The marketing and media world can continue to be complex, but your planning can be simplified.
Build your foundational elements and then consider 6 components to building your Annual Marketing Plan.
Read more here >
Insights to Inspire to Action
Economy
I don't typically hit on the economy, but I so enjoyed this podcast interview with Claudia Sahm, a modest, kick-ass economist developing some insightful analyses to guide economic policies today. She was previously a Section Chief at the Board of Governors of the Federal Reserve System for 12 years and now works for director of macroeconomic policy at the Washington Center for Equitable Growth. She likes to tweet and got a lot of attention for her blog post on the negative underbelly of the economics profession.
Leadership
I really appreciate this old article by Peter Drucker called “Managing Oneself.” It’s worth keeping and referring back to every once in a while.
Brand
An interesting perspective and read on how to keep your brand fresh and relevant, what BBMG calls a Regenerative Brand.
Gap has a new CMO and for once I’m excited about where they are taking the brand messaging. Gap has deep roots, but the brand has struggled to find the best way to tap into what inspired the brand from the beginning. This campaign may get them headed in a positive direction.
Consumer
Think with Google is a good resource to come back to for a continual read on how consumers are reacting to the pandemic.
This is a report from The Hartman Group on how consumers are looking at value in the food space given the pandemic.
Marketing
These Data Shorts from Google presents really powerful examples of bringing more diversity and inclusion into advertising. Worth a review.
Insights from Ignite 360 to help us build empathy around racial inequality.
Innovation
A few of the smart innovations that have been created during the pandemic.
More and more companies and products are putting the environment first, like Timberland stating that its products will be circular by 2030 and a company making a hoodie that is biodegradable.
Creative
Some simple tips and reminders to leverage visual storytelling.
On Watch, Take Notice
What's Trending: The Pulse of Fall 2020
Cities will be back, so don’t count them out. And it's not just Jerry Seinfeld defending cities (or New York City to be exact). People haven't been moving out of cities as much as reports claim, and as this Atlantic article articulates, disasters in cities often lead to innovations that propel societies forward. We can only hope that will be the case coming out of this pandemic.
Cities and suburbs will be reshaped with the disruption to retail and growth in eCommerce, as stores become fulfillment centers like Whole Foods and Best Buy.
The retail landscape and consumer relationships with brands will morph as consumer brands go direct, like Beyond Meat and beverage brands.
There is more attention being brought to the dire state of our environment. Consider these 5 mega trends facing the world from the World Economic Forum, or if you can handle it, read this compelling piece, “How Climate Migration Will Reshape America,” by Abrahm Lustgarten in the New York Times.
And with election season upon us, more scrutiny is being brought to social media and its negative impacts on society. This is an an interesting read on a person who predicted the negative impacts of social media. And check out “The Social Dilemma” a docu-drama on Netflix on the topic. And listen to Scott Galloway interview Yaël Eisenstat, the former Global Head of Elections Integrity for Political Ads at Facebook (for 1 day! after which they changed her role!), build the case further.
Book in Brief
“The Ride of a Lifetime” by Bob Iger
I’ve been wanting to read this book for some time, and after listening to many podcasts with Bob Iger I felt like I had gotten the gist. But in my recent quest to read great leadership books, I decided to dig in.
I have to say, I enjoyed it so much and read it quickly. A lot of great takeaways if you want to be a thoughtful, smart, decent leader.
Learn more about the book here >
Listen to a podcast with Bob Iger here >
Worth a Listen
I love Jenny Blake’s podcast, and this episode with Henna Inam doesn’t disappoint. The topic: Wired for Disruption – 5 Agility Shifts to Lead in the Future of Work.
Given the times, it is all too relevant.
Listen here >
“I tend to approach bad news as a problem that can be worked through and solved, something I have control over rather than something happening to me.”
“If you approach and engage people with respect and empathy, the seemingly impossible become real.”
– Bob Iger
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