Almost all marketing theory solves for discoverability/customer acquisition. Other aspects are reductively bundled under “retention” and relegated to sales or post-sales. Sales at least has the hunter/farmer distinction giving due attention to both. Marketing hates maintenance.
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“Brand maintenance” is a marketing activity that’s owned by logo/font enforcement bureaucrats and marketing ops email list response rate optimizers/SEOers, the polar opposite of “creative” discovery focused marketers.
Marketing maintenance as a creative activity doesn’t exist.
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“Positioning” is to marketing as “waterfall planning” is to software. Marketing needs a concept like continuous reorientation and resituation. It’s not PR though. More like signaling identity continuity via a pattern of responsive change to changing context. Perpetual beta brand.
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It does. The more advanced sectors of the area are beginning to realize this, but the wide middle doesn't really understand how content is used to maintain the relationship with the customer.
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There's "brand identity" and it can be so strong a driver as to define which products to develop - it's also continuously touching the market and adapting. Or it should.
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