Phil Rubin

BrainTrust Query: What if it all STARTS with the purchase?

August 8, 2010

FROM RETAILWIRE:
Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness, which begets interest, desire, and action. Do you agree that for certain categories, at least, it all starts with the purchase?      [more...]

It's wonderful to read this from the ARF as it underscores the painful reality for the advertising industry: it's not only the 21st century but the second decade therein. In other words, advertising in its traditional form is often -- perhaps not always -- irrelevant.

Mr. Rubinson's premise is right on and (and we're not even related though apparently it's close!). Marketing is increasingly about customers, brands and the products/services they represent. It's not about advertising, though that's not to say that there is not a purpose for advertising.

Let's hope that Mr. Rubinson's writings and studies will serve as a wake-up call to marketers, especially CMOs, that are "traditional brand ad guys." These marketers need to wake up and embrace the new realities of digital, social and customer-driven media.