In their one of their white papers my friends Pine and Gilmore (authors of the book The Experience Economy) proclaim “The Experience IS the Marketing!”
I couldn’t agree more.
In the August6, 2007 issue of Advertising Age, the Jennifer Rooney interview “A marketing chief who thinks like an entrepreneur” with Travelocity CMO Jeff Glueck repeats this theme.
From the interview:
Ad Age: What makes for good marketing?
Mr. Glueck: I believe in inside-out marketing. A good marketer doesn’t go invent an advertising slogan and push it out toward the market. They have to start with the DNA of the company and crystallize that. … The brand is the sum of all the interactions the consumer has with your company. So when we rolled out the new campaign, it had to be authentic, or it wouldn’t have had staying power.
I say “AMEN!”
Click here to read the entire interview (may require AdAge subscription).
Read more about our authors. Jeff is the VP of the Consulting Division and also known as the “Apostle of Authenticity.” He crisscrosses the country speaking at conferences and working with our clients. He’s driven by a mission to inspire higher education executives and admissions offices to overthrow dead culture, embrace their authentic “DNA” and render engaging experiences.
AUG
About the Author:
Jeff is the VP of the Consulting Division and also known as the “Apostle of Authenticity.” He crisscrosses the country speaking at conferences and working with our clients. He’s driven by a mission to inspire higher education executives and admissions offices to overthrow dead culture, embrace their authentic “DNA” and render engaging experiences.