The piece was titled Five Challenges Facing Marketing. Aakers suggests that marketing should own three key drivers of strategy:
- The brand strategy which should both inform and enable the business strategy.
- Customer insights
- The firm’s value proposition
I found this very interesting because I’ve been thinking along similar lines with regards to an organization’s web presence. In fact, each of Aakers’ drivers is directly reflected in one of the rules in my recently published book 42 Rules for a Web Presence That Wins:
- Rule 2: Appoint your Web Ambassador – this should be an executive level position so that this person is directly involved in creating strategy and advising on implications for and leverage of the web presence
- Rule 18: Personify your Visitors – an in-depth understanding of customers’ needs and emotions is crucial to online success
- Rule 29: Blow Your Own Trumpet – Differently! – well defined positioning and differentiation can significantly impact visitor engagement and outcomes.
Sadly in my experience, most organizations are still not effectively implementing these drivers. But it’s great to see proven ways to rectify this being discussed.