7.7.2009

Growth

This is it, the start of rising progressive marketing. Progressive marketing is the future, where accelerated success is being created through continuous development. Sounds like Kaizen, doesn’t it.

Unlike its musical cousin, progressive marketing doesn’t strive for complexity or want to be fancier or smarter than it is or doesn’t have ongoing experimentation as purpose of its existence. Having said that, adding a hint of Pink Floyd to marketing can’t be thoroughly bad idea.

When do we want people to think about us? How about every day. The starting point of progressive marketing is remarkable product. Without remarkable product, sustainable growth is out of our reach. The next step is to create a brand platform, based on the remarkability of the product, which can support the future collection of meaningful brand ideas and experiences. This is the only way to achieve long-term growth.

In order to create something new, we must first give something up. Like Seth Godin has said, freely quoting: ”Vince Lombardi was wrong saying winners never quit. Winners are those who will quit the insignificant things at the right time.”

It’s time to give up [’This is the way it has always been done’] wish marketing in which the illusion of power of a single campaign is blindly believed. Cyclical campaigning is history, everyday continuous progressive marketing is the future. Are you in attention or intention business? Do you fall for yelling brand claims or does action based brands make you tick more?

Mikko Kaijansinkko works as W.Steinmann’s Strategy Director

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