To continue on with my series on ridiculous blog posts from Seth Godin I give you his latest blog post ?Tribe Management?.?Here?s an excerpt:
Brand management is so 1999.
Brand management was top down, internally focused, political and money based. It involved an MBA managing the brand, the ads, the shelf space, etc. The MBA argued with product development and manufacturing to get decent stuff, and with the CFO to get more cash to spend on ads.
Wow talk about stereotyping. I?ve worked with brand/marketing managers for 20 years now and I can tell you that this is not where it?s at. Just yesterday I spoke with a brand manager about setting up a blog and how they could leverage their brand identity through via internal and external branding strategies.
Let me tell you what brand managers really do and why Seth Godin is a Master Charlatan (in my humble opinion):
1.???? They develop a company?s brand identity, brand promise and brand strategy (still very chic as far as I know?so 2008).
2.???? They implement an internal branding program to get employees involved with the brand so they become brand ambassadors (probably still cool in 2008 as far as I know).
3.???? They choose the best strategies and tactics that obtain the greatest ROI and leverage their brand identity (I?ve personally never sold TV ads as we are a branding company not an ad agency). TV is so dead.
4.???? As far as I know hiring MBA?s is still a good thing. Smart people still count.
5.???? Brand Managers don?t have a predestined way of spending the budget. Maybe ads are the correct way to go or maybe search engine optimization is. They?re smart or at least should be.
The sad thing is Seth Godin doesn?t really know much about branding. He?s a word of mouth marketing guy. Don?t write about subjects that you are clearly misinformed with. Stick to your spiel about permission marketing, that?s not so bad.
Seth Godin is on a book tour right now. He makes money from selling books. Enough said.
A charlatan is a person practicing quackery or some similar confidence trick in order to obtain money or advantage via some form of pretence or deception.?