I have never been a big believer in the 4P’s of marketing. Price, Product, Place, Promotion. I always thought there had to be more to it! Is it not that they are not important, they are just not everything!
The companies I admired were more than the 4 P’s.
I am currently enjoying the book: The Brand Driven CEO by David Kincaid and he also finds the 4 P’s leaves us wanting and not representative of successful companies.
His premise is that the 4 P’s will not drive sustainable growth.
His research indicates that the true drivers of growth are “leaders who think differently, think more strategically about their assets and create cultures that are opportunistic and nurturing”.
After decades of researching he concludes that “there is no better or more cost-effective way to achieve lasting success than through your most important asset – your brand”
Now that I can invest in 100%!
This is what the Story co is founded on. Your brand, your story, are your most valuable and differentiating asset. Growing this asset is everyone’s responsibility it should be as important to the C-suite as is it to the front line.
