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    Passion The 5th P of A Modern Marketing Strategy

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    Akhil B Singh
    This document discusses the importance of passion as the "fifth P" in modern marketing strategies. It argues that while sound strategy is important, passion is what truly captures people's emotions and drives landmark events. Passionate brands with a clear sense of purpose, pride, persistence, and promise can achieve "marketing invincibility." The author believes that one passionate person with a little strategy can be more effective than a strategist with little passion. Feeling and emotion and what ultimately influence many purchasing decisions, not just rational strategies.

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    Passion The 5th P of A Modern Marketing Strategy

    Uploaded by

    Akhil B Singh
    59 views1 page
    This document discusses the importance of passion as the "fifth P" in modern marketing strategies. It argues that while sound strategy is important, passion is what truly captures people's emotions and drives landmark events. Passionate brands with a clear sense of purpose, pride, persistence, and promise can achieve "marketing invincibility." The author believes that one passionate person with a little strategy can be more effective than a strategist with little passion. Feeling and emotion and what ultimately influence many purchasing decisions, not just rational strategies.

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    Passion the 5th p of a Modern Marketing Strategy

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    This document discusses the importance of passion as the "fifth P" in modern marketing strategies. It argues that while sound strategy is important, passion is what truly captures people's emotions and drives landmark events. Passionate brands with a clear sense of purpose, pride, persistence, and promise can achieve "marketing invincibility." The author believes that one passionate person with a little strategy can be more effective than a strategist with little passion. Feeling and emotion and what ultimately influence many purchasing decisions, not just rational strategies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    59 views1 page

    Passion The 5th P of A Modern Marketing Strategy

    Uploaded by

    Akhil B Singh
    This document discusses the importance of passion as the "fifth P" in modern marketing strategies. It argues that while sound strategy is important, passion is what truly captures people's emotions and drives landmark events. Passionate brands with a clear sense of purpose, pride, persistence, and promise can achieve "marketing invincibility." The author believes that one passionate person with a little strategy can be more effective than a strategist with little passion. Feeling and emotion and what ultimately influence many purchasing decisions, not just rational strategies.

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    Attribution Non-Commercial (BY-NC)
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    of 1

    BUSINESS FIRST columbus.bizjournals.

    com ■ FAST 50 ■ O C TO B E R 2 9 , 2 0 0 4 13

    Passion: The fifth ‘P’ of a modern marketing strategy


    You hear them everywhere; ting noticed. It’s nearly fire with their impassioned command, ply to their existing passion.
    words spoken without meaning, impossible to ignore great “Just Do It.” So imagine a business where strategy
    phrases so redundantly misused passions. They quietly Passion like this is the cornerstone of and passion are perfectly married; where
    that denotation and connotation scream, “This is what I love.” every landmark event: the Great Crusades, purpose and promise hold a unified equity;
    comingle, leaving us asking, Conversely, you’ve seen Armstrong and the Tour De France, and, of where perseverance has a price that isn’t
    ‘What the hell’s the point?’ those clinical TV course, the 1980 Winter Olympics U.S. too costly. And what do you have? Market-
    And, of course, this is never commercials that follow a hockey team. These were passion ing invincibility, or as Field Marshall Ferdi-
    more evident than in today’s
    business world, where the ■ sound strategy, but are pas-
    sionless.
    campaigns, born with purpose, persevered
    by promise and fulfilled with pride. Don’t
    nand Foch put it, “The most powerful
    weapon on earth – the human soul on fire.”
    right phrase resonates the You may even resent the we all wish our businesses created such an Sure the four Ps of marketing are essen-
    bestowing of an expert’s
    advice like a cleric’s karmic
    MARKETING products they pitch for
    rtaking away 30 seconds of
    impact?
    Admittedly, many of our client’s
    tial, but I’ll always take one passionate
    man (with a little strategy), over a
    certainty of return on invest- BRAD CIRCONE your life. businesses were passion first, then strategy strategist with little passion.
    ment. As philosopher Friedrich somewhere down the line.
    Yet so often, quick, cha-ching mantras Nietzsche once stated, “Is not life a We all like to think that we constructed BRAD CIRCONE is president and founder of
    are simply shallow recitals of something hundred times too short for us to bore our- a grand scheme, the perfect plan, but the Circone & Associates, a Dublin-based
    heard, yet never understood. selves?” fact often is, we felt it, we did it, it worked. marketing company. Reach him at 614-789-
    And such is the case with today’s Yet Nike on the other hand, lights us on For our clients, it is often strategy we sup- 9364 or [email protected].
    overused business term, strategy, which
    somehow promises plentiful profit, infinite
    opulence and the grandeur of never-end-
    ing net gains.
    This hackneyed and lazy cliche cure-all
    of business terms is only rivaled by the
    once tasteless redundancy and promenad-
    ing pandering of poorly titled pop ballads
    that clogged the radio airwaves in the late
    ’70s and early ’80s.
    Such it is with the term strategy. Let me
    count the ways of overuse: creative strate-
    gy, strategic implementation, strategic
    direction and strategic counsel.
    Of course, no one will argue that sound
    strategy isn’t imperative to the successful
    sale of any product or service.
    No matter what marketing lord you give
    thanks to, strategy is a part of your
    business building.
    Yet, ironically, when you recall the taste
    of a first kiss or the smell of a new car, your
    buying decisions had a lot more to do with
    the feeling of a heart, than the strategy of a
    mind. Strategy may get you there, but the
    heart embraces.
    Capturing emotion
    An associate of mine always asks rhetor-
    ically, “What’s halfway between your wallet
    and you brain?”
    I reply, “I know. It’s my heart, not my
    brain, that makes the purchase decision.”
    After all, we are not strategists. We are
    humans. We feel things deeply, softly and
    with emotive ambiance. Even the great
    ones like Shakespeare had a strategy, but
    superseding this were his plays, those cul-
    turally charged theatrical heartbeats that
    sold and captured human emotion.
    So how do feelings fit into marketing’s
    four Ps: product, price, place and
    promotion?
    They do and they don’t. Feelings are part
    of passion, the fifth P. Passion is the sum
    total of all the others; the ultimate intangi-
    ble of selling and marketing.
    It is a word in definition that stands as
    an antonym to strategy. It is a word rarely
    used, yet capable of endless, effortless
    resource.
    Passion thrives in successful brands
    from the eyes of the chief executive to the
    mouth of the receptionist. It cannot fail, it
    is an army of hearts and minds moving
    with precision and clarity.
    Even passion itself has its own four Ps:
    purpose, pride, persistence and promise.
    ■ Purpose – a company that collectively
    understands the purpose they pursue with
    every day aims.
    ■ Pride – a company and its employees
    feel a deep dignity in what they do.
    ■ Persistence – a company that contin-
    ues forward, even after its cause is
    removed.
    ■ Promise – a company with a commit-
    ted pledge that means something.
    One of the first rules of marketing is get-

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