Yesterday I had a very engaging conversation with a fellow marketer. We were comparing notes about 21st century thinking vs. 20th century thinking. Our topics of conversation included branding, mission, core values, employee engage, social marketing, mobile marketing, traditional and contemporary issues facing marketing professionals. I am amazed at how many organizations are still using the four Ps of marketing-- product, place, price and promotion to guide their thinking.
Several years ago when my marketing career evolved into brand development the four Ps became old school for me. I developed a brand building and marketing model based on the six Cs-- core values, connection, conversation, collaboration, community and culture. Those concepts feel more appropriate, especially in terms of developing a brand strategy and executing the strategy through social media, mobile marketing and other current channels. I am not sure how many brand champions I am going to recruit and retain if I am talking about the four Ps.
I doubt Apple, Coca-Cola, Google, Southwest Airlines, Starbucks or other brands are talking about the four Ps at the strategic table, why should you?
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