How Marketing IS Business Optimisation

How to Optimise Business Systems to Deliver on Brand Promise

Everything that exists, exists as part of a system. Brands are no exception.

All natural systems are optimised: a dolphin’s body is designed to minimise resistance as it swims through the sea. An eagle’s eyesight is designed to see detailed images from great heights; and bees are guided to a plant’s food source in ultraviolet. Everything about a natural system is optimised so that the greatest amount of life and diversity can live in any given system.

Marketing is part of a system. Indeed, it is the part that has to create alignment between all the constituent parts within the system, so that we can create a credible brand - a brand that makes a promise and then fulfils it.

It is this approach to creating abundance through optimisation that I bring to the way I approach marketing. Marketing is part of a system. Indeed, it is the part that has to create alignment between all the constituent parts within the system, so that we can create a credible brand – a brand that makes a promise and then fulfils it.

Everything that a brand does either increases or decreases the certainty of the promise that is made. If a brand increases confidence by keeping its promise, many things fall into place … including customer loyalty.

What is Marketing?

Marketing is not about advertisements or PR events. Marketing is about ensuring that an optimal amount of business energy is invested in the most optimal way so as to achieve the business sustainability and deliver on a customer expectation. In other words, when marketing is done properly, the brand promise is the core of the business: it is achievable, consistent, and sustainable. Customers can rely on the promise because it’s the foundation of business processes. And these processes work together to ensure that the brand promise is always kept. Always.

Staff are key to making this happen. When your team is engaged in delivering on your brand promise, service levels soar. But in equal measure, investors who understand that sustainability of a brand requires a long-term vision will be committed to every phase of the process. Without this view, it is impossible to create the kind of optimised systems that abundant business growth needs.

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