Joe Tripodi's message for growth in scary times: The secret formula for growth: "Don't jump, don't let the urgent overwhelm the important. It's easy now to
panic, don't let your brand become a commodity, this is death for marketers; when we allow this to happen, shame on us. we have to get more precise on marketing."
He
says this is the moment when precision marketing becomes more valuable. "Innovate with purpose, across the board, not just at product level, but at many different levels. Inveset in your brand
now, specially in these dry times."
He says if the easy thing is to shut down, resist it. "Invest in emerging platforms. Be comfortable with failure. More
than ever it's critical we balance inspirational marketing with operational marketing, particular with in-store, better CRM, technology for engagement."
He says marketers must be
grounded in reality. "If you begin to believe your own bullshit you're dead."