If you love Harry Potter like me or have watched the movies, the pensieve is a magical instrument used by the headmaster, Dumbledore, to view memories. Who wouldn’t want this type of device? Especially in marketing, memories of our companies' excellent or bad communication strategies would be highly beneficial. In addition, many people leave companies and positions, taking the knowledge and the experience they acquired with them, leaving no trace of work processes or strategic documentation. This causes companies to spend even more valuable time and resources to train employees to replace the vacated position. A magical contraption like a pensieve would be vital for training crucial steps in the job description that may not be laid out in a manual.
Marketing communications may seem straightforward, sending messages to the audience, etc., but we discover a world of complexities when we take this process to the elemental level. Let’s discuss the memories we could find in the Pensive of our company or brand.
Effective marketing starts with understanding your target, analyzing the demographic field, and comprehending values, beliefs, and behaviors. This also helps with the timing of distributing messages for your target and knowing when and where to deliver them.
Crafting cohesive messages is fundamental in marketing; unfortunately, many brands don’t know which words, tone, or style will resonate with their consumers. It is vital to find the balance between creativity and strategy without losing your brand's identity.
Another helpful way we could utilize our marketing pensieve is by accessing the visual memory. Logos, colors, and pictures are the visual mixes of our brand, and those can create emotions, recognition, and a brand identity. Knowing and understanding these elements helps find the right visual mix that captures attention and delivers a compelling message.
Marketing communications reveal a terrain full of complexities, where we must navigate the knowledge about our target, visual elements, messages, and timing. Like a wizard in Harry Potter looks for the perfect mix in a herbology potion, successful marketers transform these elemental aspects into a practical and competitive communication strategy. Like Winston Churchill once said, “Those that fail to learn from history are doomed to repeat it.”
Unfortunately, we are not wizards and don’t possess Harry Potter’s magical abilities or Dumbledore’s enchanted pensieve, so conducting good internal research and creating a history file or library of our brands is even more crucial.
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