7 Keys to Marketing Genius: 1+1=11
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
This equation is impossible in the world of math, but not in the world of synergy. Synergy is when the sum is greater than the individual parts. A one-by-one inch square of wood can support 50 pounds of pressure, but two one-by-one inch squares side by side can support 500 pounds of pressure. Working together they can do much more than they can do alone.
People often refer to sports teams as having chemistry. The players may not look great on paper as individuals, but together they form a team capable of winning a championship. Another example is the Christian Church as the representation of Christ’s body on the planet. The Church is made up of frail, failing human beings, yet together, and with Christ as the head, it is the most powerful force on the planet. The same is true of marketing communications. The more the communications tools are integrated, the more synergy occurs and the more powerful the promotion. Thus the title integrated marketing communications.