Marketing Secrets from the 14th Century

On a recent plane trip I started a book called Discover Your Genius that my lovely wife had given me months ago.  The book provides snapshots of ten big thinker, "genius" types including Christopher Columbus, Plato, Copernicus, Shakespeare and others.  It's basically a Cliffs Notes for the historically and culturally challenged like myself. Perfect.   

One of the big thinkers profiled in the book is Filippo Brunelleschi, known as one of the foremost architects and engineers of the Italian Renaissance.  His greatest work was the design and construction of the Cathedral of Florence, one of the architectural marvels of the world. After reading a little about Brunelleschi, I think he also may have cracked the code on creating a little marketing genius.   

Brunelleschi was considered by many to be the very first designer/builder, who did both the engineering and design phases but also went on to manage the construction of his projects.  This required a detailed knowledge of the entire process, not just a holistic view, but an in-depth holistic view.  This knowledge allowed him to design more intelligently, understanding the implications of his designs on the construction process.  Much of his genius was rendered through his ability to push the boundaries of both design and construction together to create things which had previously been considered impossible.

The other major contribution Brunelleschi made to the world was the introduction of linear perspective to architecture.  Aside from the sheer brilliance of this, for me it seems a great metaphor for a man who truly had the ability to visualize and think in multiple dimensions. 

A lot of history for a marketing blog, but stick with me for a moment.  Brunelleschi was able to do what he did because he innately understood design and construction as one integrated process.  He had a deep and practical level of knowledge about the entire process and had the gift to transcend knowledge to create innovation. 

The best marketers I know are people who have that same deep understanding of technology and the "construction tools and processes" along with the skills to create smart, creative strategic plans and programs.  I am convinced that the great marketers of our time will be people who understand the complexities of brands, the capabilities of technologies and the fundamental requirement to treat all the elements as part of a whole. 

 

Comments

[Megan]

Great post, Chris.

While marketing technology has advanced exponentially in recent years, it's important not to lose sight of the fact that creative & strategy are king.

Here's a recent blog post that rings a similar tune: http://www.ioninteractive.com/post-click-marketing-blog/2008/7/2/what-if-marketing-was-completely-optimized-and-automated.html

Cheers!
Megan