From reputation marketing to reputational marketing
Posted: Tue Dec 17, 2024 5:37 am
In the universe of degraded and versatile words, marketing undoubtedly occupies a notable place. This distrust begins within organizations, which make it one of the main causes of business failures. From there it spreads to the public, who confuse marketing with sales or advertising; even among those who work in the area of communication, this discipline is widely denigrated.
The image of marketing is not a “collective representation” of an entity or activity. It is well known that marketing has often overvalued the benefits of products and services with the sole purpose of generating profitability at any cost. It is not about justifying it or hiding its shortcomings: indeed, marketing has gone from being a harmless tool to becoming a hedonistic fog.
In an exercise of self-diagnosis, we witness a process that could be called the “reengineering of marketing.” The zero-sum of winners and losers is over. Marketing refocuses the concept of band data competitiveness to generate value and trust among social protagonists and lends a hand to other disciplines and tools to travel together on the path of sustainability; the encounter is integrative, so the benefit is shared.
This consideration is part of the need for changes in all organizational areas: we have seen conversions such as from monologue to dialogue and from the market to cyberspace. We are now participating in the transition from reputation marketing to reputational marketing .
The 8 Cs of Reputational Marketing:
I want to save the world by doing marketing, a responsible company that claims the usefulness of marketing as a tool for the sustainable development of organizations, has presented the proposal of the 8 C's. This initiative aims to align the opportunities, facts, processes and messages behind organizations around one objective: trust. The implementation of this model helps in the definition or strategic review of business as well as in more functional aspects, such as the launch of a product: all framed in a responsible and sustainable vision.
The image of marketing is not a “collective representation” of an entity or activity. It is well known that marketing has often overvalued the benefits of products and services with the sole purpose of generating profitability at any cost. It is not about justifying it or hiding its shortcomings: indeed, marketing has gone from being a harmless tool to becoming a hedonistic fog.
In an exercise of self-diagnosis, we witness a process that could be called the “reengineering of marketing.” The zero-sum of winners and losers is over. Marketing refocuses the concept of band data competitiveness to generate value and trust among social protagonists and lends a hand to other disciplines and tools to travel together on the path of sustainability; the encounter is integrative, so the benefit is shared.
This consideration is part of the need for changes in all organizational areas: we have seen conversions such as from monologue to dialogue and from the market to cyberspace. We are now participating in the transition from reputation marketing to reputational marketing .
The 8 Cs of Reputational Marketing:
I want to save the world by doing marketing, a responsible company that claims the usefulness of marketing as a tool for the sustainable development of organizations, has presented the proposal of the 8 C's. This initiative aims to align the opportunities, facts, processes and messages behind organizations around one objective: trust. The implementation of this model helps in the definition or strategic review of business as well as in more functional aspects, such as the launch of a product: all framed in a responsible and sustainable vision.