Marketing is not dead
Kevin Roberts, CEO of Saatchi & Saatchi Worldwide recently proclaimed that “marketing is dead.”
My interpretation of his presentation is that he’s really just telling us we need to get better at marketing. Judging by the range of responses to Roberts’ provocative announcement, however, which includes a lot of people who make a living marketing stuff, it seems a simple and clear explanation of what marketing is would help clarify the terms of the debate.
This seemingly simple task sent me down a few dead ends, but ultimately I found one quote that I think clearly articulates why marketing isn’t dead and why it’s critical to business success to have a strong brand.
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”
- Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management
If you agree with this quote, and you agree that marketing is dead, then so is the brand.