Welcome THE ‘MESSAGE OF MARKETING’ ISSUE Greek mythology has it that Hermes was the messenger to the gods – and a divine one at that. He’s described as a skilled guide and guardian, a bringer of good luck, a patron of commerce and a setter of boundaries. In this guise, he would seem to be a suitable model for marketers. There’s another side to Hermes, however, and he’s also described as a trickster, someone who breaks the rules, and an associate of thieves. For marketers, this latter interpretation is a less suitable template for the profession; unfortunately, it might be one that the public often holds. Marketing gets results when it delivers the right messages to the right people at the right time. In one direction, that means delivering information to potential customers about new products and services, and extending and increasing brand awareness. In the other, it means listening to customers and communicating their needs back to the organisation – and into the boardroom. In 2018, however, public trust in brands, organisations and the institutions of state is low. It might be a well-thumbed story, but with a lack of clarity over Brexit – and with GDPR and the Facebook scandal highlighting people’s concerns over data – it remains inescapable that marketing has plenty to do if it wants to keep the public on side and to build strong, trusted relationships with the audiences it wants to reach. What message, then, can marketing deliver to protect the interests of the customer and the shareholders? How best can it support the profession and cement its place as a force for good? Martin Bewick July 2018 See more at our Content Hub Follow us onTwitter Email us your suggestions for Catalyst cim.co.uk/exchange CONTRIBUTORS Alex Blyth writes about business for UK national newspapers such as The Times and The Guardian, as well as dozens of trade and business titles. He has also had three bestselling books published, and offers writing and training services to several of the UK’s leading companies. Tom Hegen Based in Munich, Hegen’s work as a photographer focuses on aerial photography and shows landscapes that have been transformed by human intervention. Hegen’s photos are featured on this issue’s cover and in the Higher Purpose report. Jane Simms is a business journalist and a former editor of Financial Director and Marketing Business. She writes about management, marketing, finance and HR, and is a contributor to major broadsheets and business magazines. She writes regularly for titles including Economia and People Management. Fred Attewill is a journalist and copywriter with 15 years’ experience in London and Hong Kong. In the UK, he worked at newspapers and websites including The Guardian, Metro and MailOnline, before moving to Asia in 2013 to work as an editor and in a freelance capacity for established and start-up clients.