Razor Branding Blog

CMOs Need Operations to Keep Promise Behind Brand

Chief Marketing Officers can develop the greatest ad campaigns of all times but without Operations creating great products to sell and strong processes for customer service then those ad campaigns will do little more than win awards.

The challenge seems to be that most companies today think that they just have to change their marketing efforts to adapt to these new marketing tools.  Their hope seems to be that if they just take a few dollars from the tv budget and put it into a YouTube budget then their advertising efforts will be up to date.

Unfortunately, for them, it just doesn’t work that way.  The companies that continue to make the same products the same way will not get the best benefit from new media.  Or any benefit at all.

Companies actually have to change their operations to adapt to this new day.  Whether it is using green and sustainable practices during the creation of their goods or the implementation of consumer to consumer communications so that the most important voices can be heard during development…the change has to go deeper than the ads.

In this new day, it goes beyond CMOs having a seat at the board table.  Actually, marketing has to be the center of the company now.  And the rest of the company has to respond accordingly.  It’s no longer about marketing supporting operations…it’s now about operations supporting marketing.

Don’t just use these new social media tools - actually become a new company.  Your brand is how your consumer feels about you.  If your company keeps making the same products in the same way but just uses social media to tell people then there will be a brand disconnect that your consumers can feel.  Keep the promise behind your brand and change the conversation - go deeper and make changes that your consumers can feel and believe in.