Breaking the Spell of Old Paradigms: The Path to New Crossing Marketing Focused on Value and Experiences

(By Estela Rotmistrovsky and Marcelo Maurizio) It's time to stop denying, postponing, or deceiving ourselves that this is only for the "big" ones or for those with high profitability. Crossing marketing and the mega area of head of culture is the way to do business, entrepreneurship, or social or political activity today. It's time to challenge old paradigms, break the inertia, and embrace change as an opportunity for growth and evolution. The future of marketing is already here, and it's written with an "i" for innovation, immersion, and impact.

(A 3-minute read packed with insights)

The Crossing Marketing: A Quantum Leap towards Relevance

Ignoring the call to transformation is a luxury that few companies can afford in today's fast-paced and ever-changing business environment. Cross-marketing, with its holistic and customer-centric approach, is the key to achieving relevance in a world saturated with noise.

The quantum leap in marketing is a necessary step for companies that want to stay ahead in today's business environment. By adopting a customer-centric approach, creating a solid brand culture, and appointing a head of culture, companies can reap the benefits of the quantum leap in marketing and achieve long-term success.

Building a High-Performance Team:

Hiring multidisciplinary talent with technical and human skills is the first step in leading the transformation. "Translators" who can connect strategic vision with tactical execution, combining creativity with efficiency, are needed. Strategic planning today is a constant system of agenda, analysis, organization that feeds on all the information all the time for immediate, short-term, medium-term, and long-term design.

Empowering the Cultural Architect:

The Head of Culture is not a decorative role, but a visionary leader who guides the transformation from the essence of the brand. Investment, not only economic but also of trust and autonomy, is required for this leader to build a culture that embraces change.

Adopting the Philosophy of Giving to Receive:

Cross-marketing does not seek immediate sales, but rather the construction of long-term relationships based on generating value. It's about offering unique experiences, relevant content, and solutions to real customer problems.

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Understanding the Quantum Leap in Marketing

The quantum leap in marketing refers to the profound transformation that companies must undergo to adapt to the changing needs and expectations of their customers. This transformation involves a change from a traditional, product-centric approach to a more holistic, customer-centric approach that takes into account the entire customer experience. Additionally, it is realistic about the hyper-dispersion of media and the need to coordinate everything in time and systems.

The Importance of Brand Culture

Brand culture is a critical component of the quantum leap in marketing. It refers to the shared values, beliefs, and behaviors that define a company's identity and guide its interactions with customers. A solid brand culture is essential for creating a cohesive and consistent brand image, which is fundamental for generating trust and loyalty with customers.

Today, a brand is a "theme park and a show factory amplified in multi-channels and multi-media online and offline".

The Role of the Head of Culture

The Head of Culture is a key player in the quantum leap in marketing. This person is responsible for defining and implementing the company's brand culture, and for ensuring that it is consistently communicated across all touchpoints. The Head of Culture must be a visionary leader who can inspire and motivate employees to live the brand culture every day.

The Benefits of the Quantum Leap in Marketing or Crossing Marketing

The quantum leap in marketing offers numerous benefits for companies that are willing to take the leap. These benefits include:

Increased customer loyalty and retention

Improved brand reputation and awareness
Enhanced customer experiences

Increased revenue and profitability
Competitive advantage in the market
Expansion of product lines, markets, and categories.

Expansion of moments of contact, channels of purchase, and consumption cycle.
Cycle of relevance and differential interest.

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