College Web Guy

Something I came across today, and thought it was worth sharing:

Always remember: Using campaigns and slogans as a substitute for genuine communication with your marketplace is like eating a candy bar to relieve fatigue. It can work, but only temporarily. The fatigue will return; and when it does, it will return ferociously. The messages of imagebuilding campaigns, like the sugar in candy bars, can never replace real substance.

I found that article while googling for argument ammunition on Karlin’s post about the difference between Communications and Marketing.

the other found nugget:

Communication is the process of creating a shared understanding between the sender and the receiver of any given message. Persuasion, on the other hand, only attempts to get the person receiving the message to respond as the sender desires that person to respond. Persuasion does not necessitate a shared understanding. Sales pitches do not sustain a dialogue with the customer.