By Brian Bennett, president
Having a toolbox doesn’t make you a mechanic. Owning track shoes won’t make you a fast runner. An expensive instrument won’t make you a good musician. Knowing HTML code doesn’t make you a communicator.
There’s a difference between owning the tools and mastering the discipline. In advertising and communications, this has often been the case. Elaborate productions can’t make a bad idea interesting – just watch the Super Bowl for proof of that. Having and using state of the art web marketing tools does not mean that you know how to build a brand. CMOs, brand managers and many opportunistic agencies often get distracted by the shiny objects that are technology.
Posted under Advertising, Branding, Content Marketing, Integrated Marketing, Marketing, Marketing Strategy, Technology