Elastic Brands — the words came to me between corporate marketing gigs when I was pondering a life as Wise Marketing Man offering to straighten organizations out on their messages, positioning, and go-to-market thinking and tactics.
I like the words because you can’t be sure whether the intention is to convey the snarkiness of a marketing weasel, or to suggest that something once thought of as eternally durable and immutable — a brand -- is changing in some fundamental way.
Well the reality is that I didn’t choose the path of the peripatetic sooth-sayer. So I can’t stand in front of the room with a little too much gel in my hair and sound clever from behind a pair of European eyeglass frames and from within a black Armani suit. But something in me can’t resist the temptation to share my extremely judgmental insight on topics go-to-market-related. Sniping criticism will be allowed. Also, though, will some reflections on an industry (software and what we used to call "high" tech) and a culture that is changing. So, therefore, must the methods and tactics used to create the elusive "enduring promise of value."
Back soon with some real content.