The Synaxis Keystone Marketing System provides a phased approach to the implementation, rollout, and operationalization of marketing measurement tools, web tools, and communications tools.
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Postmodern Marketing
Traditional marketing and branding has an inside-out approach.
The Traditional Approach
One dictionary definition of marketing reads, "the process or technique of promoting, selling, and distributing a product or service."1 Those are all externally directed activities. You see no mention of your customer or how they fit into the equation, with the exception of being the recipient of your messages, products, or services. The traditional approach first conceives of your company's business, its brand, and its marketing strategy. Then, it seeks to communicate these ideas to the "outside world" through tactics, viz. communications vehicles that carry the message outside. This "traditional" approach reflects an older way of thinking. Nowadays, understanding your customer or client is the central challenge to business-to-business companies. To answer this new challenge, companies should adopt an outside-in perspective, where the customer becomes the focal point.
Brand is Reality
In a postmodern view of marketing, there is no "message" trying to get out of the company through marketing or branding messages. Instead, the message exists only in the interaction between the company and the customer. So, a company is what it seems to be. The brand is reality. And, if the brand is client-focused, then a company really is who their clients think they are.
It’s Not About You
So, the best approach to marketing and branding is to orient all these efforts to the customer, not to what is inside the company. Marketing and branding should be placed at the center of your company and all departments and functions should ultimately answer to the brand. Even business operations depend on marketing and branding. Once your company realizes this, it can become truly client-centered.
