If you read this blog (and you know who you are...) then you know that I read Seth Godins blog regularly. I do this not just because I agree with most of what he says, but because even when I don't he always has a slant on a topic that makes you think differently about something that maybe previously you'd had a fixed view on. This post is a great example of his worldview.
Now in the international education marketing world, maybe its difficult to move the goalposts in the way he suggests - after all we're dealing with smaller budgets, longer term decisions and a more complex marketplace than the world of FMCG.
However, think of the move from the pre-Education UK marketing environment, and then the new launch of the Education UK brand. Isn't this the type of thing that he's talking about? Moving away from something that was (arguably) still good enough to something that spoke directly to international students?
Sure, the cost of doing this is huge and the outputs are inevitably difficult to judge (at least in the short term) and the whole venture is risky. But that means that if successful it does change the world in the way that Seth talks about - both for potential students and educational institutions.
And that means the pressure is on to continually refine the message and deliver better results, but that is what needs to be done in any case in the competitive marketplace we operate in.
And thats got to be a good thing. Hasn't it?