![]() But marketing – brand-building in particular – fails because the culture of business schools works against the most fundamental necessity in this field: originality. Even the language of marketing has changed to reflect the logical, disciplined process that has been developed to produce brand strategy – we come to strategic conclusions rather than daring to have strategic ideas.īusiness schools must be credited for creating better, more productive businesses. You can pay research companies to give you a quantitative (and therefore presumably ‘true’) measurement of virtually anything. Over the last 30 years, the practice of marketing has become increasingly ‘scientific’. Somewhere along the line the power of process has become more valued than the power of originality. It is shocking to see companies value their quantitative testing suppliers more than the individuals who develop the ideas being tested. ![]() In fact, ideas, and the people who have them, are often considered far less important than the tests and test-givers who evaluate them. In corporate America, ideas are suspect and process is king. The American Dream is not about a new house or two cars, it is a belief in an idea of how things could be better.Ĭontrast the country’s culture with the culture within US corporations. Newness and originality have far more sway than rusty old traditions. Independence Day is celebrated because it marks the birth of a country based on an idea. It is a country where patriotism is often based on pride in having invented a ‘better way’. Neither the rigidity of a formal class structure nor the motivational numbing of socialism has ever gripped American culture. Is the Culture of Business Schools Bad For Brands? by Bruce Tait, for Market Leader (UK) Īs a foreigner living in the United States, I am often awe-struck by the power of the entrepreneurial spirit that seems to drive Americans.
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