Comments on: Marketing Heresy #1: Is there an opposite to thought leadership? And would it be a bad thing? http://blog.themarketingpractice.com/marketing-mit/is-there-an-opposite-to-thought-leadership-and-would-it-be-a-bad-thing 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Thu, 02 Feb 2012 23:24:48 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: David van Schaick http://blog.themarketingpractice.com/marketing-mit/is-there-an-opposite-to-thought-leadership-and-would-it-be-a-bad-thing/comment-page-1#comment-4588 David van Schaick Wed, 20 Jan 2010 10:02:40 +0000 http://blog.themarketingpractice.com/?p=1189#comment-4588 'Thought leadership' strikes me as a tricksy phrase to pin down but usually it expresses an aspiration that marketing communications should be educational - offering some value to the audience in exchange for their time and attention. If you took it literally, it would suggest having ideas that are ahead of the rest. The audience therefore thinks 'these lot are a very clever bunch', says the theory, and so becomes keener on the relationship. But what better: to be the bunch with the bright ideas and cerebral dazzle, or the bunch with the sparkling track record? ‘Thought leadership’ strikes me as a tricksy phrase to pin down but usually it expresses an aspiration that marketing communications should be educational – offering some value to the audience in exchange for their time and attention.

If you took it literally, it would suggest having ideas that are ahead of the rest. The audience therefore thinks ‘these lot are a very clever bunch’, says the theory, and so becomes keener on the relationship.

But what better: to be the bunch with the bright ideas and cerebral dazzle, or the bunch with the sparkling track record?

]]> By: Paul Everett http://blog.themarketingpractice.com/marketing-mit/is-there-an-opposite-to-thought-leadership-and-would-it-be-a-bad-thing/comment-page-1#comment-4546 Paul Everett Thu, 14 Jan 2010 18:05:15 +0000 http://blog.themarketingpractice.com/?p=1189#comment-4546 An interesting point Johan - I think it depends how wide your definition of 'thought leadership' is. Some people define it only as looking at future/innovation. But you're right - you'll be successful so long as you define it as 'having something interesting to say about what the audience really cares about' (in this case getting the job done!). An interesting point Johan – I think it depends how wide your definition of ‘thought leadership’ is. Some people define it only as looking at future/innovation. But you’re right – you’ll be successful so long as you define it as ‘having something interesting to say about what the audience really cares about’ (in this case getting the job done!).

]]> By: Johan Gradvall http://blog.themarketingpractice.com/marketing-mit/is-there-an-opposite-to-thought-leadership-and-would-it-be-a-bad-thing/comment-page-1#comment-4519 Johan Gradvall Mon, 11 Jan 2010 15:28:17 +0000 http://blog.themarketingpractice.com/?p=1189#comment-4519 Interesting take! It's certainly worth thinking about. Or… can you position yourself as a Thought Leader by focusing on simply ”doing”? Interesting take!
It’s certainly worth thinking about. Or… can you position yourself as a Thought Leader by focusing on simply ”doing”?

]]>