Rob Engelman is putting up a list of nine core activities / responsibilities a Marketing Department must handle.
1. Focus on the Customer
2. Monitor the Competition
3. Own the Brand.
4. Find & Direct Outside Vendors.
5. Create New Ideas.
6. Communicate Internally.
7. Manage a Budget.
8. Understand the ROI.
9. Set the Strategy, Plan the Attack, and Execute.
As per the 3rd point in the list Rob is saying:
The perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its “brand.” The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its customers. Furthermore, the Marketing Department is responsible for ensuring that messages and images are delivered consistently, by every member of the organization.
I cannot agree more with the this, with only one point to add. While it’s true that the marketing department is usually the one that gets the praise or blame for a good/bad branding I believe that both the ownership and message delivery of the branding message / image are the responsibility of the entire organization.
Read detailed list here.
Read more on the subject:
Your Marketing Department: Its Organization and Structure
How to Evaluate and Improve Your Marketing Department
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know