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Three words that guide all marketing strategy today

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By Mark Schaefer

I’ve been thinking a lot about the malignant complexity of our business world.

I get to visit with marketing leaders at companies all over the country (and beyond) and they all seem to share a frustration that they are falling behind. There is an insecurity about what works today, and what’s next.

There are three words that keep rolling through my head as I meet with these friends. The more I think about it, it seems that our marketing direction can be boiled down to these imperatives, despite the complexity of our world.

I think we are beyond the days where we need to insist that market messaging has to be honest, authentic, human, creative, etc. That’s a given. But if you’re looking for a way to focus your marketing and branding strategy, I think is a simple elegance in these three words … – Read

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