The rise of do it yourself – a good thing?

There was a time when as a brand manager/ marketing manager etc you surrounded yourself with the right mix of skills. Often this involved paying other people who were experts in their particular field to do the stuff that you couldn’t do.  These people worked for companies who did things like design things, draw things or write things. (Clue: You knew it’s what they did because they tended to work for businesses with wacky names or ones with three or four surnames thrown together, and they all seemed to have been to better universities than you).

They in turn might hire other people to do things like storyboard, script and film stuff for a TV commercial.  (Clue: You recognised these other people because they seemed to wear clothes that you didn’t think were suitable for wearing during the week). Somehow it seemed to make sense.

But then things changed a bit. You didn’t need to spend money on people to do all of that sort of stuff. You could do some of it yourself.  There were computer programs that meant you could type your own brochures, why you could even use other programs to design things like maybe a logo, after all how hard can it be?

Then other people came along and invented other things that you could use to do your own research.

So what is the role of the brand manager /marketing manager in this day and age? And is all this do it yourself thinking really that smart?

Nowadays it seems (particularly to reduce costs) you can do a lot of things yourself. Of course you write your own annual brand plan, and you even type it yourself! You go out and observe some of your consumers in real life and also compare and contrast your competitors’ products or service offerings.  But you might also be tempted to do a bit of your own research using a cheap web application, after all how hard is it to write questionnaire, format it and then email it out to your own database?  The next bit gets a bit boring though. You have to analyse the responses, and then really you should compare the results somehow either to a previous study or make some other meaningful comparisons. Only you don’t, because that’s not what you do and it’s not what you should do.

I’d probably use the example of the orchestra and the conductor. It may not be the best example but let’s go with it all the same. You see in the orchestra my belief is that the conductor sort of keeps it all together.  He or she ‘orchestrates’ a group of other people with their own skill sets and as a result creates something wonderful.  But the conductor even if he/she is really good on the violin doesn’t take the solo spot. If he/she is rather brilliant on the trumpet doesn’t take over when the trumpet gets its solo spot and even if they are a wiz on the timpani doesn’t hog the limelight for the percussion solo.  They use other people to do the bits they are good at and the really smart conductor probably also recognises their own limitations.

Just because you have a camera built into your phone doesn’t mean that you should shoot your own brochure. Just because you have a camcorder in your phone doesn’t mean you should produce your own commercial. Just because you found a cheap app on the net doesn’t mean you should do your own research.

Remember, you are the conductor, so conduct.  Do not try to play every part as well.

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