What’s in a Name? Strategic Messaging!
In a recent inteview on ExecutiveBiz, Northrop Grumman IT President Linda Mills had some interesting things to say about running a profitable business with the election and the economy looming over the government market. In describing the company’s approach, she said that Northrop will continue to address non-traditional (meaning non-military) markets under the corporate banner of “Securing the Commons.” Now whatever else that turns out to be—she called it a “strategic corporate thrust”—it’s also messaging. And presuming that Northrop backs it up with substance, it might be a pretty good message. Here’s why: it’s short (hitting the tagline gold standard of just three words). And it combines the familiar (security) with something reasonably fresh (the commons) to coin a phrase which may not provide all the answers but is likely to generate the right sort of questions. That’s not a bad day’s work for any marketer. Don’t look now, but is Northrop subtly repositioning itself (perhaps for a Democratic administration) with strategic messaging leading the way? It’ll be interesting to see how the new “thrust” plays out across the company’s ads, web site, and other media.
Thanks, ExecutiveBiz.
—Matt Arozian
Perfect work!Keep posting
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