As I sit down to ponder over the importance of the unified message at all levels in the company, when it comes to marketing communication, can’t help to think of Alex W White, speaking of Unity in his book the Elements of Graphic Design, and how he mentions the need to exploit the potential relationships and assignments of its parts and pieces.
In design we might understand the unity of elements like color, texture, direction. It is the job of the artist to find these relationships, so that the final product is appealing to the consumers. The untrained eye might not be able to create these relationships, but he or she will surely be able to reject something bad. He or she might not be able to express it in words, but will get that feeling that is hard to describe, or as the French say it, that je ne sais quoi.
When it comes to marketing communication in any company, we might be talking about the Unity of all elements throughout the process, and marketers should be able to exploit the potential relationships between branding, product, all messaging and processes in the funnel, the connection with the customer after the fulfillment, etc.
We need to make the entire process for the customer, simple and harmonious, and leaders in any organization need to identify the weak spots, and make sure their message is translating well at all levels of the organization.
Same goes when it comes to Data Driven decisions. Marketers just like designers in their discovering process, need to absorb the information in different ways to get a full grasp of the situation. Flip the photo, pivot the table, question everything, change the positioning of the value, move a line there, discover new connections. Think outside the box is a common phrase you will hear. I say, as someone with an Editorial background, that you also need to think inside the box, and think like the box. Find value in everything, including those things that apparently can’t be measure to discover new problems, and more important, new solutions.
Marketers could learn a thing or two from good art, and good designers. Alex White couldn’t have said it better: “The point is to make a singular message, a message that looks predigested, and processed in a way that encourages sampling and perhaps involvement…”
As a marketer you need to understand that Je ne sais quoi before your customer does.
STATUS: CONNECTING DOTS
STATUS TWO: WANTING TO CLARIFY THAT I DON’T SPEAK FRENCH, BUT LOVE THE PHRASE