Beyond a Brochure, Marketing's true power

As the elevator doors closed, I found myself face-to-face with a neighbor with whom I rarely talked. But he knew what I did. "So, you're in marketing," he said with a hint of curiosity.

"What exactly do you do ?"

It's a question I've encountered countless times over my 25-year career in marketing, yet it never fails to give me pause. How do you distill such a multifaceted discipline into a straightforward answer? The truth is that marketing needs to be more understood and valued in the corporate world. To many, it's simply the department that creates brochures, runs ad campaigns or organizes product launches. While these activities are indeed part of marketing's domain, they barely scratch the surface of its true essence and impact.

At its core,

marketing is the art of creating, building, and defending perceptions. It's about shaping how customers view your brand, products, or services in a way that ultimately drives sales – the lifeblood of any business. This may seem like a subtle distinction, but it's a crucial one that separates truly effective marketing from mere promotional activities. Consider the case of Volvo. For decades, the Swedish automaker has been synonymous with safety. This association wasn't born from Volvo simply stating "our cars are safe" in advertisements. Rather, it was the result of a carefully crafted narrative consistently reinforced through product design, marketing communications, and customer experiences. Volvo didn't just sell cars; they sold peace of mind. This perception of safety became so ingrained in consumers' minds that it continues to be Volvo's key differentiator, even as competitors have caught up in terms of actual safety features.

Too often, marketers fall into the trap of focusing solely on product features or trying to outshout competitors. They believe that if they can just list more benefits or secure a bigger billboard, success will follow. But as Al Ries and Jack Trout wrote in their book "The 22 Immutable Laws of Marketing," it's not about having a better product – it's about having a better perception in the customer's mind. Take Apple, for instance. When the first iPhone was released, it wasn't objectively superior to all other smartphones in every aspect. What set it apart was the perception Apple had cultivated over years – one of sleek design, user-friendliness, and innovation. This perception allowed Apple to enter a crowded market and quickly become a dominant player, despite being a newcomer to the mobile phone industry.

Creating and managing perceptions isn't a tactical afterthought;

it's a strategic imperative that should guide every aspect of a company's operations. It requires a deep understanding of your target audience, your competitive landscape, and your own strengths and weaknesses. It demands consistency across all touchpoints and a long-term commitment to reinforcing your chosen positioning. Consider how Nike has built its empire not just on the quality of its athletic wear, but on the perception of empowerment and achievement encapsulated in its "Just Do It" slogan. This perception informs everything from product design to advertising campaigns to sponsorship deals. It's not just about selling shoes; it's about selling the idea of athletic excellence and personal triumph.

Of course, shaping perceptions doesn't happen in a vacuum. It requires a complex ecosystem of activities that includes market research, product development, pricing strategies, distribution channels, customer service, and yes, those brochures and ad campaigns that are often mistaken for the entirety of marketing.Each of these elements plays a role in reinforcing and delivering on the perception you're trying to create. A luxury brand, for example, can't just claim exclusivity in its advertising; it needs to back that up with premium pricing, selective distribution, and impeccable customer service.

One of the challenges

in explaining marketing's value is that its impact isn't always immediately quantifiable. While metrics like market share and sales figures are important, they don't tell the whole story. The true measure of marketing success is the strength and resilience of the perceptions it creates.Coca-Cola, for instance, has faced numerous challenges over the years, from health concerns about sugary drinks to fierce competition. Yet its perception as the quintessential refreshment – "the real thing" – has allowed it to weather these storms and maintain its position as a market leader in its category. This enduring perception is the result of decades of consistent, strategic marketing efforts.

So,

The next time someone asks what marketing really does, perhaps the answer should be this: We are the architects of perception, the guardians of brand identity, and the bridge between a company's offerings and its customers' needs and desires. We don't just promote products; we create the mental frameworks through which those products are understood and valued in a world where consumers are bombarded with choices and information, the ability to shape and maintain positive perceptions is more critical than ever. It's not just about being seen or heard; it's about being remembered and preferred. That's the true essence of marketing – and it's a mission that's as challenging as it is a key to business success.

As we reached our floor and the elevator doors opened, I turned to my dear Neighbour and said, "What do I do? I make sure that when people think of our company, they think exactly what we want them to think." His eyebrows raised slightly, and I could see the gears turning. "Interesting," he said. "Let's grab coffee and you can tell me more."And just like that, another perception began to shift.