“We want more gold on it…and pearls”
This was the feedback global consistently received by the local team, whenever they were invited to share their expertise in the communication toolbox or during the product development phase.
In my previous post I discussed the importance of strong cooperation between global and local.
Feedback comes with great responsibility.
It is not about sharing your personal opinion about the aesthetics of the communication or whether you like the model or not.
A great marketer is able to separate their personal belief from what the brand stands for, who it is targeting and how it is talking to them.
This is a skill that requires a lot of ongoing training (what am I looking at?), self reflection (why am I giving this feedback?) and humility (do I understand the consumer needs?).
It does not require reaction (quick, I need to come up with something to sound important), ego (I know better than the brand manager), pride (I need to put my stamp on it too).
Marketers don’t tell finance how to consolidate accounts or supply where to produce.
Feedback is welcome when it is relevant!
The question one needs to answer when invited to comment, is not whether they like what they are seeing or not but rather if it suits the brand or not.
Funny real life examples:
“I don’t like it, it is black” said a 50+ y.o. SVP a non user of this category, aimed at a 30-40 y.o. advanced user.
“What do consumers know?” said the VP about a product fragrance picked based on consumer insights, they did not like.
“My wife (45) tried this shade and did not like it, we shouldn’t launch it”, said a VP on a lipstick for the youth.