|Franks and Gershfeld draw parallels between Mozart’s transformation of the classical quartet
with the marketing transformation taking place today. They offer an in-depth exploration
of 5 valuable lessons from Mozart that reflect and reinforce the IMC experience and challenge
the marketing “ establishment” :
Lesson One: One instrument (medium) cannot replace the other. Each medium carries a unique role in a rich and dynamic conversation. This thinking presents a great challenge to conventional
marketing wisdom that is quick to abandon one channel in favor of another.
Lesson Two: Composition is not a matter of budget. Even at the most modest budget, the piece must represent all the voices. This challenges marketing budget allocations by channel
and advocates for a zero-based approach where all media are funded at the most basic level of
Lesson Three: A conversation is not a monologue or even a brand dialogue. A conversation holds
many voices that can add dimension, depth, and harmony to a piece. This learning revolutionizes
the approach to media mix: the idea that a lead medium can “push” out a brand monologue
masked as a :30 commercial to consumers is as obsolete as the composers (before Mozart) who
wrote for only the lead violin.
Lesson Four: What sounds pleasing to the benefactor may be completely “out of tune” with the
public. Beware the master you serve: understand how your desired audience engages with various
marketing and media channels. Keep your brand compositions contemporary and pleasing to their
tastes, even if your “benefactor” does not quite understand.
Lesson Five: Integrated compositions require a new way to score the music. Marketers must embrace a whole new way of working across disciplines to create a truly integrated marketing
plan. This requires a new score: the integrated brief becomes the sheet music that guides
a multi-channel conversation.
Franks and Gershfeld are available to present keynote addresses and workshops, with or
without a live professional string quartet.