Edition 51 - A Marketing lesson from Bob Dylan

Advertising & marketing professionals would do well to pay attention to Dylan’s example. Therefore, It reminds us that life does not progress in a straight line.  Every person is a mixture of cashmere & sawdust, love & hate, fear & courage. Likewise, Marketers would be successful if they did a better job of understanding soft underbelly of their audiences. To understand the audience, Marketers have to understand their stories about self. In addition, to  their world and the world at large. A Marketing lesson from Bob Dylan. Certainly, An excellent read.

With consumers having the ability to research, compare and purchase products and services on the fly, it’s easy to believe that brand loyalty is an ancient concept. Yet according to a recent survey of consumers, more than 90 percent of them consider themselves highly loyal to their preferred brands. Not surprisingly, the quality of products and services was the leading factor in that loyalty. Consumers won’t repeatedly purchase products or rely on services from a company that keeps letting them down. Good deals and customer service also contributed, but consumers’ level of interaction with a brand outside of sales also weighs heavily in their loyalty. 

There’s a strong connection between achieving business objectives and hiring the right talent, as your employees are integral to every stage of success. In addition, the desire to upscale your small business more easily becomes a reality when the energy and resourcefulness of young talent is effectively deployed. The global work demography is gradually shifting to young people. To attract the right talent, you must create an environment that allows them to express their creativity while still learning from more established co-workers. 

Thousands of miles away from Hollywood, in a small Canadian town called Newmarket, a tall, lanky 12-year-old boy laughed to himself as he mopped the floors of an old tire factory. He was reciting jokes. It was 1974. The Canadian Stock Exchange had just merged with the Montreal Stock Exchange and Jules Léger was sworn in as Governor General. The boy had dreamed of being a comedian. He practiced non-stop even as he worked 8 hour shifts every night after school. The economy was harsh that year and his dad, a trying musician and part-time accountant had just lost his job. Working as janitors and security guards at the local factory was the only way his family knew how to make ends meet.

Transformational leadership, cross-cultural leadership, digital leadership – the list goes on and on. But when it comes to the digital transformation of the workforce, there is one leadership skill that stands out: Making your employees feel your company’s purpose. Over the past couple of years, there’s been more and more evidence that purpose-driven business is crucial for success. Customers tend to buy from companies that commit to a higher purpose, brands are evaluated by how purposeful they position themselves, and even employees prefer to work for a responsible company. 

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