By Aaron Templer
Marketers are leaders. In fact, we’re often asked to lead some of the most important (and sophisticated) initiatives in our organizations. Take rebrands. What could possibly be more meaningful to an organization than its essential identity, that life-line interface with customers? Leading significant change like rebranding, new campaigns, budget changes, or major technology shifts requires more than marketing know-how. We need to understand what influences others, especially those over whom we don’t necessarily hold a position of power. The good news is that this discipline intersects perfectly with marketing: When we learn what influences others from a leadership perspective we can apply it to our marketing practice as well. In the end, marketers need to understand influence for a variety of reasons, and Influence vs. Power will help marketers at any level be more effective in their change initiative efforts, as leaders of marketing teams, and as influencers responsible for brand engagement and sales.