What is Marketing, it is Perception
For a long time (8 years), I’ve been studying Marketing in conjunction with The Human Psyche. The Human Psyche is the Human Body. We think of the body as being less important than the brain and this is where, we have gone wrong, in a modern world.
The brain is a part of the body – so when we pay too much attention to it, other parts of the body (the heart, for example) start to agitate and neurons start to misfire.
What my studies in psychology and research (which has really been the fulcrum of my existence for the last 7 years) has taught me is that “by paying attention to body,face, gesture and expression (particularly) – we can change a person’s or a brand’s image.
And as we change image, what’s astonishing is we change ESSENCE to!
For many years, people have believed that ‘personality’ is something you’re stuck with
This is rubbish – I have seen with my own eyes – how ‘anyone’ can change. I have hardly been a monk in my own life, yet, even I, have been able to grapple with resistance to change, rather than change itself, and win.
And I think that ‘all too often we are fighting the wrong character in our lives. If we look at ‘change’ and ‘resistance to change’ as characters – we find, they are very different. Most of us tackle change – but change is the good guy- the constant companion in our lives. We need to Embrace Change, we need to tackle ‘Resistance to Change’ – a complete different character or court with a texture to it.
Whether your’e a Marketing Consultant in Sydney or KL, when your number is called, it’s been called
This is what a guy told me when I was last in Malaysia, managing marketing for Vigilant Asia – a cybersecurity firm, part of The Efficient Group Malaysia
I was at, a kopitiam (Asian coffee shop) at a place called Bangsar. An Indian gentleman who was 70, a retired journalist, asked if he may sit on the table I had occupied. I said “of course” and we soon got chatting.
We had a great chat – but as left, my dropped open with what were his last words to me – “when your number’s been called, it’s been called”.
Wtf – I’m thinking – who is this guy a messenger from God? ‘ll never know but what I do know – is that Marketing – whether we are doing it it in Sydney, Kuala Lumpur, Melbourne, Adelaide, Darwin or Djakarta is all about being MINDFUL.
But about what – purpose! To show – that what we think is not possible- eminently is!
What is Mindful Marketing?
It is marketing that requires us to change our perception of what’s possible and what’s not. Too often we wait for a product to improve before we get down to making sure it’s communications do.
What I’ve found is the reverse – “I’ve found that if we improve communications (Image, fundamentally) – we automatically start to improve ESSENCE (the brand or the thinking that drives a company’s product or or services the substance that’s inside them).
Marketing is Communications
It’s the one consistent theme I’ve heard in all of the speeches and writings delivered by a very big guy in the advertising and marketing communications industry, Marty O’Halloran. He is now the Chief Executive Officer of DDB Group Worldwide . DDB is a Communications company that owns many marketing services firms including Rapp Collins Sydney which specialises in direct and digital marketing services and who I served between 2000 and 2005.
When we communicate, we project the emotions we hold, inside of us
Sometimes, what’s inside is joy – sometimes, it’s sorrow – both are cool and welcome. As long as their stay is short, contained and relevant to the situation around us.
It’s ok to exhibit joy at a birthday party or a BMW showroom – but at a funeral, or a wedding, c’mon! Be human.
Because we project what’s in the box, we have to think outside it or get Marketing Consultants to do the job for us
Marketing Consultants, the good ones, are perpetually happy. They know what is attractive. Happiness is.
In the stage musical, Annie, the character sings “It’s what you wear from ear to ear and not from head to toe ..that matters…so senator, so janitor, remember, you’re never fully dressed, even if you’re the best…without a smile”.
And that’s marketing, the face of communications in your firm has to wear- even when the chips are down- A SMILE. It can change the way your brand looks – but even more importantly, it can change the way it feels!
Why invest in marketing, advertising, communications or image? Because as we change Image, we change Essence. We change you, your staff, your partners, your vendors even your customers who must buy into YOUR BRAND before they will buy into the products or services it sells!
To do a complete audit of your Brand and to align it to what your customers expectations of it are, please contact me, Patrick D’souza, 0450 545 725 Patrick@dsouzaconsulting.com.au Thank you.
