We Can’t Measure Brand — It’s an Outcome

Clicks and Likes won’t last unless it support our brand

This excerpt of take-away is inspired by the interview of Bryan Elliott and Seth Godin in “Behind the Brand” channel under the title, it’s Seth Godin — THIS is Marketing. It’s a 50 minutes long conversation — one that fed my thought pretty well. Since I got sparked by that session, I want to share my experience by retelling what I got from them. To remind people about the beauty of marketing and how Important it is, when done’s right, to make change happen. So, here I am retelling the story I like, hoping to resonate valuable lesson and perspective.

We need to do Direct Marketing when it should and, Brand Marketing the rest of the time. — Seth Godin

That interview unlock the belief system about marketing that has been shadowed by the wrong-idea that makes marketing felt like a scam. This lesson help people to uncover the correct way of doing marketing, the process of doing it and the path that need to be followed in which help people to have a great brand. Particularly for myself, it taught me what to do to make change happen and how. Part of the lesson that I love the most is when Seth explained the metrics that we need to pay attention to. Brand and direct marketing metrics.

Seth explains that if we are an individual and we measure our success by merely number of clicks and like in our digital platform, we measure the wrong things! Why? because content like porn would drive clicks and like quite enough to drive traffic. However, that kind of mechanism would left us with NO BRAND. It is called race to the bottom, the one that make you might lead in the short click and like thing but lose in the long-run or I may call the real game. The Brand positioning.