Last time, we talked about four-year-olds lighting fireworks and how that was an apt metaphor for this GCG blog (or something like that). Both are a paradox: simultaneously terrifying and exciting — all a means to an end.
As U.S. culture and family celebrations have changed (fireworks? not as cool now that I’m a dad), so too has the business world. News flash, eh?
But what hasn’t changed since GCG’s founding more than 35 years ago is that organizations must effectively and consistently communicate with people. Today we’ve just got all kinds of shiny new ways to do it. As we face current economic realities and changes in marketing priorities, most organizations are apprehensive.
Using technology as a seemingly cheaper way to reach potential customers is attractive, but it seems a vast, convoluted realm.
In some ways, the great revolution of online-marketing-digital-social-networking-game-changing-everything-will-be-different is a lot like the Black Cat fireworks metaphor in my previous post. Simultaneously horrifying and compelling.
Some ups. Some downs. But, what’s the goal?
To connect.
GCG Marketing is diving head first into the fray and this blog is one method we’re using to connect with people in new ways.
Compounding our challenge is the fact that our industry is undergoing tectonic changes. GCG has been called an “advertising agency” since our beginning, but who really cares about or trusts advertising anymore?
Besides, that label doesn’t really describe what we do these days. Sure, we still have mad skills when it comes to traditional and non-traditional advertising (check our site for the propaganda if you don’t believe me). But our clients tell us that the value we bring is much greater.
So, do me a favor. Forget the term “advertising agency” when describing us. We may not even answer to that phrase at the next party.
After lots of soul searching over the past several years, we think we’ve got a better definition of what it is we do best.
GCG creates long-standing relationships through effective communications — a methodical process of insight, ideas and implementation.
It’s a start. But, IMO, it’s only the first step.
While we’ve been extremely busy advising clients, we’ve neglected ourselves.
No more.
To paraphrase the King of Pop, we’re starting with the company in the mirror. We need to narrow our area of focus and we’re doing just that — starting today.
That’s where you come in. Subscribe to our RSS feed or make a point to come back periodically. We want to hear from you and be challenged by you as we take these steps into the future.
First question: do you agree with our belief that business doesn’t care about or trust advertising agencies these days? Don’t be shy. You won’t hurt our feelings.
Let’s see what comes of all this, shall we?
