Dear CEOs and HR Managers,
do you have a Marketing & Communication Manager in your organization?
We see this title everywhere today. It is continuously written into job descriptions.
But after decades spent in the trenches of advertising, writing, directing, and getting it wrong until I learned how to get it right, I believe it’s time to look behind the buzzword.
Marketing sets the boundaries within which communication must live. So far, so good.
Marketing analyzes data, sets budgets, and defines the target. It’s a square mind. Analytical. Essential.
The problem comes after.
Communication presents proposals that meet the brief. All valid. All correct.
Which one to choose?
Marketing chooses the one it understands. Not necessarily the one that deserves it.
Too often, it chooses the safest, most literal option. The one that doesn’t risk anything, and therefore, connects with no one. This is the difference between out of the box thinking and communication that disappears the moment the campaign ends.
Evaluating great communication is not learned in a management briefing.
It’s learned by doing the work. For years.
It’s about intuition, empathy, and human connection. A round mind.
A marketing professional can manage communication. Can set the rules, control the timing, approve the budgets.
But managing the rules of the game doesn’t mean knowing who plays it best.
When HR departments look for a single “unicorn” to cover both roles, or when CEOs let purely analytical minds judge creative risks, branding becomes invisible. The company keeps spending, but stops building.
If you’re deciding who to trust with your company’s voice, this is simply the question you should ask yourself first:
Can a square mind judge how round a circle is?
Want clarity on what your communication really needs? Let’s talk.
Leadership #MarketingStrategy #CommunicationManagement #Branding #HumanResources #StrategicThinking #CorporateVoice