Let it be a lesson to all.
Having a good or great product is not enough. Many people will be surprised to realise that on Saturday, the result of the Federal election will be determined to some considerable degree by the marketing, advertising, and communication skills and strategies of one major party over the other.
Marketers will despair and ponder why it is so apparent that such a disparity exists between the major contestants, if not combatants.
The results of this critical election were not cast in stone or by social order. However, the votes cast in the ballot boxes will have been influenced to some degree by the messages chosen, the criteria determined and promoted, and the promises vaguely outlined
minimised risk, indeterminable change and yes, the avoidance of chaos.
More of the same is a known, whereas the ill-defined consequence of significant change is an unknown—some choice. The electorate will be denied the right and opportunity to make informed decisions.
Disenchantment with one major alternative is not a guarantee of support or endorsement of the other. There are different options, and their presence and support are progressively and relentlessly growing. The minority and compromise have supplemented the majority. That equates to maximising or controlling being overwhelmed by a minority and compromising.
Sadly, all are compromised and aspirations unfulfilled.
The elections were not and will not be determined by the campaigning of the past five weeks. Results will reflect the realities of all stakeholders (including contestants) over the past three years and beyond. The political leaders have been labelled for some time, but that falls short of effective branding.
Branding is articulating and inculcating the values, beliefs and principles held dearly and consistently.
Now is the time to begin work on those dimensions and conclude where precisely one is positioned or wishes to be on the all-embracing green spectrum. Climate change denial simply removes one from the equation.
The climate in Australia is ripe for a wide-sweeping reality check. It might have a bitter taste.
Those in the business fraternity should remove any hands placed over their ears to block any implied siren calls. Listen up, learn, and respond.
By: Barry Urquhart – Consumer and Retail Analyst | Marketing Focus
BIO:
Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.
Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.
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