Comments on: Can You Create? http://youcantbuythat.com/2008/02/28/can-you-create/ The best marketing is the kind you can't buy. Mon, 12 Jul 2010 17:45:53 +0000 hourly 1 http://wordpress.com/ By: finn mckenty http://youcantbuythat.com/2008/02/28/can-you-create/#comment-38 finn mckenty Fri, 07 Mar 2008 15:53:36 +0000 http://nealstewart.wordpress.com/?p=25#comment-38 i work for a design consultantcy (mostly product design & engineering, but we do other work as well). in my experience, marketers are a vital piece of the creative team. here's how it works: when it comes to defining WHAT/WHO, marketers are superior to designers/creatives. in other words, WHAT should we make and WHO should it be for. sometimes designers bristle at marketers being involved here, but the truth is that designers are weak strategic thinkers and need to take a backseat at this stage. when you get to the HOW, marketers should bow out. they just cause trouble by getting involved in executional details that they're not really qualified to talk about. that's my $.02 USD! i work for a design consultantcy (mostly product design & engineering, but we do other work as well). in my experience, marketers are a vital piece of the creative team. here’s how it works:

when it comes to defining WHAT/WHO, marketers are superior to designers/creatives. in other words, WHAT should we make and WHO should it be for. sometimes designers bristle at marketers being involved here, but the truth is that designers are weak strategic thinkers and need to take a backseat at this stage.

when you get to the HOW, marketers should bow out. they just cause trouble by getting involved in executional details that they’re not really qualified to talk about.

that’s my $.02 USD!

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