Our marketing department is out of touch

[Anonymous]

Our marketing department has a strong hold on all branding and anything they 'think' could be branding. The problem is they are so out of touch with our market and our department specifically that it is painful. We are losing revenue because of their antiquated ideas and it is driving me crazy.

[Anonymous]

As one of those pesky branding folks, I’d like to contribute that doing new branding is about 1000X harder than you think. It’s not slapping on a new trendy logo on lime green business cards and calling it a day - it can take years to develop and get right.

Brand policing is essential for consistency. For reputation.

There are also legal ramifications if brand attributes are used incorrectly. I once got a lawyer letter because some idiot sales person went rogue, made their own marketing material with corporate logo, put a copyrighted (a competitors) image on the materials with a note about how the product sucked, then sent it in a mass email to clients (not from automation software, not even Bcc), then posted it on their LinkedIn. Let’s say receiving a “cease and desist” was the highlight of my year. Sales person fired. Legal fees incurred. Lots of embarrassment..

So, before you lose it - put yourself in their shoes for 2 min. Don’t be that guy...

[Anonymous]

Anonymous wrote:As one of those pesky branding folks, I’d like to contribute that doing new branding is about 1000X harder than you think. It’s not slapping on a new trendy logo on lime green business cards and calling it a day - it can take years to develop and get right.

Brand policing is essential for consistency. For reputation.

There are also legal ramifications if brand attributes are used incorrectly. I once got a lawyer letter because some idiot sales person went rogue, made their own marketing material with corporate logo, put a copyrighted (a competitors) image on the materials with a note about how the product sucked, then sent it in a mass email to clients (not from automation software, not even Bcc), then posted it on their LinkedIn. Let’s say receiving a “cease and desist” was the highlight of my year. Sales person fired. Legal fees incurred. Lots of embarrassment..

So, before you lose it - put yourself in their shoes for 2 min. Don’t be that guy...

Good for you. Did you even read the OP? She said they have a strong hold on branding. There are other issues they are missing! OP, maybe marketing people don't listen to you or have any reading comprehension of your needs? Just a guess.

[Anonymous]

Op here, I am fine with them having a tight hold on branding. However, they do know research or get to know departmental needs. When a department presents reasons why current strategies aren't working they double down. Revenue decreases every month while competitors pop up and a large reason is our marketing. It is aiming at 50 year old demographic when the reality needs to be early 30s. Our marketing lead is a 48 year old with a background in interior design from the 80s so there is that.