Where does great marketing REALLY come from?

Where does great marketing really come from?

And no, its not from your data, strategy, market research or any of that other nonsense everyone rants on about.

It goes much deeper than that.

Great marketing comes from great culture.

And for your culture to be great, you need the following four 'freedoms':

Now, I know what you're thinking; Sandy, what on earth are you on about?

Let me explain.

What those freedoms look like in real life are as follows.

EVERYONE in your organisation - and particularly those that you are paying to be creative - should have the freedom to have an idea in the shower or on the way to work, get into work and implement that idea WITHOUT ASKING ANYONE, get the idea out into the world and live with the nervousness.

Give people the freedom to do their best work (a freedom to succeed) without being scared of failure to know that if someone does go wrong, or it doesn't work, they aren't going to get their arse handed to them or be sacked (a freedom from fear).

A freedom from chaos? This is a MASSIVE issue in so many organisations where marketing departments are used as the sales support function.

"Put together this presentation, update the website, organise an event, post on social media, come to this meeting etc. etc. etc." These tasks that are 'expected' of marketing departments leave no room to be creative, to think and come come up with great ideas.

With these freedoms as part of your culture, your marketing can be powerful. It can get your attention. It can make you like one brand more than another and make you pay more for it.

This can all be done without costing a fortune.

So before you put pen to paper on yet another strategy document or worry about what social platform you should be posting on, sort your company culture out.

It will have the single biggest impact on your marketing. Period.

Until next week...….