What’s in a name? The Story behind Syneka Marketing

Welcome to 2015, let’s aim to make this year the point in which we re-visit our visions and ensure that our actions reflect and strengthen our strategic direction. Far too many decisions in business and politics, have been undertaken on a whim, without enough thought on whether these actions strengthen your direction and vision.

With 2015 underway, we thought it was timely to re-visit the story behind Syneka Marketing, beginning with our origins, through to our present context and to where we aim to be into the future.

The name Syneka is an amalgam between Synergy and Capacity building.

Syneka - an amalgam between Synergy and Capacity Building

Our mission is to reinforce the value of marketing when defining your strategic direction. Unfortunately it is far too common to see marketing operating in a silo, both in relation marketing relative to other functions, such as sales, HR or IT, but also in regard to marketing execution. Many campaigns fail because tactical actions, such as social media content has not been integrated with other forms of copy, or where campaign objectives get overtaken by a focus on tools, rather than the overall impact.

Hence the word Synergy, Syneka Marketing exists to inject strategic thought into marketing.

We have often commented on the need to re-define marketing and there is a need to ensure that Synergy remains true to its focus on the sums of the whole being greater than its parts.

Effective marketing creates synergy. A marketing campaign that reflects your strategic direction and is supported by the various functions in your business will achieve a positive impact on profitability and your sustainability.

Capacity is the other element within the Syneka Marketing name. Strategic Marketing ensures that you are able to grow the capacity of your business and achieve your aims. Ultimately, strategic marketing is about understanding where you want to be in the future and utilising your current context to build the capacity to achieve this vision. Strong and effective marketing strengthens your capacity to deliver on your mission.

Capacity is obviously spelt with a C, the switch to a K is due to phonetics. A hard C, which is pronounced a K, is more memorable and stronger than a soft C.

We’re looking forward to sharing your journey in 2015 and ensuring that marketing delivers synergy and expands the capacity of your business.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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