Integration & the Elephant
There is a great old parable about some blind men and an elephant that illustrates why the Q2 Marketing approach is employed so successfully.
Some blind men were assembled and told, “Here is an elephant.” One blind man was given the head of the elephant to examine. Another was directed to its ears, another to a tusk, another to the trunk, and the foot, back, tail and tuft of the tail, respectively. Each was then asked to describe what he sensed.
The man who had inspected the head said, “an elephant is like a pot.” The man who had observed the ear said, “an elephant is like a winnowing basket.” The man presented with the tusk believed the elephant was like a ploughshare. He who was exposed only to the trunk said it was a plough. Other descriptions including a pillar, a mortar pestle and a brush represented the limited perspective.
The men all differed on the nature and quality of the elephant. Each was so convinced that his observations were correct that the blind men came to blows.
Like these men, some approaches to marketing are piecemeal and lack vision. The blind men miss out on a true understanding of the elephant. Similarly, a marketing communications approach that is not integrated misses out. The universe of viable opportunities must be evaluated in order to identify and pursue the best-fit solutions. Contact us to learn how Q2 Marketing can help you integrate the elephant.
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