Comments on: “Brands Do” in 2009

By: How Meaningful Marketing Can Help a Non-innovative Brand – Marketing with Meaning

Thu, 07 Jan 2010 14:06:29 +0000

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By: Bob

Bob — Thu, 22 Jan 2009 12:37:58 +0000

Thanks for stopping by, Garrick! I’ll keep watching your progress as well. You guys are doing some great work.

By: Garrick Schmitt

Garrick Schmitt — Fri, 16 Jan 2009 19:26:38 +0000

Thanks for the shout out, Bob. Really looking forward to your book. Clearly for those of use who have been working in digital for quite some time understand (better than most) how close the medium brings you to and “with” consumers. Given the constant interaction, it’s a natural move to “do” and give more. We are starting to get there, certainly.

twitter.com/gschmitt

By: Bob

Bob — Tue, 13 Jan 2009 01:22:51 +0000

Thanks for stopping by, Drew, and great point. I think we’re both pretty close in the same ballpark and look forward to continuing the dialogue in 2009 and beyond.

Bob

By: Drew Neisser

Drew Neisser — Mon, 12 Jan 2009 17:25:42 +0000

Bob-I appreciate your optimism and inclusion of Renegade amongst agencies that are “leading the way.” From my perspective, “marketing with meaning” is a broader philosophical construct than Marketing as Service and both are meritorious. Marketing as Service aims to eliminate “messaging” altogether and replace it with an actual service–like the HSBC BankCab, Samsung Charging Stations, Nike+ program, Southwest’s Ding, etc. Many online initiatives are “Marketing as Service” by definition since they provide content that educates and/or entertains customers and prospects. I think it is possible to create “marketing with meaning” that isn’t an actual service but you can’t create Marketing as Service that doesn’t have meaning.
Cheers,
Drew