John Nosta: THINKOLOGY The Intersection of Thought, Creativity and Inspiration

The Big Think: The 4 Pillars of Contemporary Marketing

A wise old man once told me to stop asking him questions about the past and to go and invent the future!

He was right.  We spend so much time looking back and re-tooling old ideas that we end up getting run over by the future.  And today, the future is coming at us so quickly that in essence, if it works, it's already obsolete.  This is particularly true in the cognitive realm, where your thoughts must be your private (and public) laboratory of inspiration and innovation.

Today's marketplace requires much from those who wish to plot its future.  And here's one way to frame it up:  The 4 Pillars of Contemporary Marketing...

Pillar One:  Strategic Insight.  Marketing is the fruit of strategic thinking.  It's as simple as that.  And this is at the very core of all initiatives.  The ability to uncover the subtle insight and to craft a single-minded position still remains the most difficult aspect of marketing today.  And yes, get the position (and promise) right, the creative is downright easy!  Yet today, many big companies pile dollars on extensive creative explorations only to find out (or not find out) that they are really testing and fine tuning their positioning statements through the rounds and rounds of very expensive creative developement.

Pillar Two: Your Marketing Gut.  Yes, instinct.  We all know those "greats" who could pick a winner and size up a marketplace with exacting specificity.  Maybe it was experience, maybe just intuition, but that level of  "expertiese" is something special.  And to add  a bit of contrast, we all know that "other guy" who can't or won't make a decision because he or she just doesn't get it.  And in the final analysis, it's often just a matter of recognizing a great idea or concept and pushing into the machinery of adverising, including marketing research.

Pillar Three:  A Creative Voice.  Markekting and advertising are about creating ideas that stick to the roof of your customer's brain.  Creativity is an essential component and required everywhere, from media to account serivce and, of course, copy and art.  Creativity is magic.  And this process is fragile, bold and electric!  It generates fear, excitement, frustration and passion.  Creative intensity is very powerful.  And it makes many people very frightened.  So, be afraid...but be creative!

Pillar Four:  Digital Swagger. Yes.  Swagger.  Too many people today talk the talk of digital.  They know the lexicon, but don't tweet, blog or participate in the world that they so boldly advocate.  I'm proud to work with a digital team that I see in the hallways and on the screen!!  So, in today's new order.  It's digital or die....Klout or be killed!

So, that wise man who told me to look forward had another important message implied in his story.  And that's moving forward is also part of the momentum acquired from the past.  So our digital chops are just an extension of the first three pillars.  But when it all comes together--strategy, instinct, creativity and digital--you have the critical mass to change the world!

What are you waiting for...?