As a marketer, I never see my work as ‘just a job’. It may be easy for others to follow the status quo, do what has always been done before and copy what the competition is doing, but for me that is boring – and ineffective. Marketing should be about creativity, innovation and artistry. And it is these qualities and values that will allow you differentiate and stay ahead of the game.
Make a difference
Being a marketer gives you the unique opportunity to make a real, tangible difference to the way your company presents itself to the outside world. Regardless of what area of marketing you work in there is always a chance to contribute your ideas and shape the context in which the company is perceived.
Marketing allows for customers, employees and anyone else connected to the brand to feel as though they are a part of something special. Just ask the customer and employees of Google, Apple and Facebook! Great marketing allows you to build a community and a following as well as a set of advocates excited to be associated with the brand.
As marketers, we must take the opportunity to be imaginative and push boundaries. The brands that I have always admired are the ones that refuse to settle for second best. Virgin, Nike, Amazon, Disney – these guys are constantly innovating, creating and blazing a trail for others to follow.
The key to success is to be remarkable. Nobody ever remembers a shrinking violet and in order to stand out and be counted in today’s increasingly crowded mediascape one must earn the right to be heard by being different. Not being different for the sake of being different, but in a way that adds value, fits in with the brand’s personality and contributes to the core principles on which the brand has been built.