The hypothesis

This blog is about change. It is about the need for a new way of thinking and working in the discipline I am in – marketing strategy.

The hypothesis is that Marketing Strategy is in a fractured state right now and that it is deeply in need of a renaissance. With the current marketing landscape and the number of different disciplines/roles/processes engaged in defining strategy across so may channels the community needs to rally and begin to look at our challenges and opportunities together.

The thinking has three fundamental platforms: 1. The discipline requires a ‘unity of knowledge’; that currently there are too many silos and a better interdisciplinary approach is the only way to tackle the future, 2. That we need to be more meta; we need to be better at creating an objective approach to our targets and also to redefine the way that agencies engage with each other – a new model and vernacular is required, and 3. We need to be able to truly deliver in a transmedia style; using each channel to its strengths and proper role within the holistic narrative.

I hope to use this blog to share my thinking and to point to great thinking from others. I believe that knowledge should be shared and that the process of change should be open and transparent.

I will also be posting to Twitter on a much more frequent basis. You can search for it under #newstrat or follow me @cuthbertsteel.

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