In a recent
Seth Godin post, he draws the distinction between making and taking statements. The latter are approaches aimed at stealing market share, the former are designed to create new markets and as he rightly points out are distinguished by a company taking a stance and standing for something.
I'd go further than that. I think it emphasises my often-stated belief of the synonymity of marketing and corporate strategy. You can't stand for something if you only consider it at the promotional stage - that way lies greenwash etc.
By any proper definition, marketing includes product development. But ideally that follows from strategy. Marketing is not a department. A true marketing perspective has to permeate every element of the boardroom. It doesn't and that's where so many problems start.
