These days, an advertiser’s own employees might be the most important (and overlooked) audience of them all.


Gods of Advertising

morale
“Our new campaign rocks and so do we!”

I am delighted to report (with a bit of an eye roll) that one of the themes at this year’s B2B marketing conference in Chicago (BMA14), was the supreme value of internal stakeholders and employees when it comes to branding.

I’m happy because the internal audience is likely the most under-appreciated target market of them all. I roll my eyes because I’ve been singing this psalm for almost as long as I’ve been in advertising. Whenever a company produces a piece of marketing, particularly in the realm of branding, it simply must consider its employees. And not just a little. I’d argue first and foremost.

As many of my colleagues will tell you, I have a short list of marketing truths I hold to be self-evident (aka “Steffan-isms”) and my absolute favorite is this idea that a branding campaign is the…

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