Skip to content
  • Digital Marketing
International Branding Online

International Branding Online

International Branding Blog – Conneting brands to the universe

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Toggle search form
  • MINI Branding
  • Small Shifts Keep Brands Relevant Branding
  • How Brands Obtain Marketplace Significance Branding
  • What to watch for when you’re rebranding Branding
  • Two Moments Every Brand Needs To Win Branding
  • How Brand Mismanagement Destroyed An Icon Branding
  • Antidote, Named by Igor Naming Agency Branding
  • The Magic of Stories: How to be an Amazing Storyteller When Everyone is a Storyteller Branding

Three Truths Marketers Always Forget

Posted on December 14, 2022 By aathif No Comments on Three Truths Marketers Always Forget

Three Truths Always Marketers Forget

There are three things marketers always forget. Okay, not all marketers and not always. But lots of marketers, lots of the time—enough to matter. Enough to sully the waters.

First, marketers always forget that people don’t care about marketing, or even like it.

Marketing is all around us. Ads cover everything. Nothing is staged without a sponsorship. Logos are fashion. It’s easy to suppose people care as much as we do. But when we’re honest with ourselves, we know that our own data show most ads are forgotten, those that are not forgotten are generally misremembered, the effects of ads and nudges are small if not non-existent, lots of people make a point of muting or clicking through ads, and habits or friends not ads or influencers have the biggest impact on what people buy. So, that’s our operating challenge—marketing resistance.

Second, marketers always forget that marketing works best when it’s fun not intrusive.

Marketing makes demands on people. In particular, we want people’s time and attention. That’s an investment. No surprise, then, that people want a positive return on their investment. But we want a return on our marketing investment, too, so our tendency is to double down on frequency and touchpoints rather than ratchet up quality and creativity. But a bad or boring ad doesn’t get better with repetition. Sure, we can hammer it home so much that people can’t ignore us, but that takes us back to the first thing we forget. So, that’s our communications challenge—underwhelming over-saturation.

Third, marketers always forget that there is no such thing as a consumer.

Marketing is a lens on the world. A commercial lens. It is a way of seeing the world but it is not the world. Everything related to marketing—viewing, searching, browsing, shopping, buying, etc.—is but a small slice of people’s lives. People often see themselves as consuming, but never as consumers. That’s an artificial marketing construct. Nobody wakes up in the morning and says to themselves, “Oh, what a great day to be a laundry detergent consumer in a high-value consumer segment about to go on a consumer shopping journey with visions of ads dancing in my consumer head.” So, that’s our strategic challenge—people are people.

I believe that marketing is a calling. Every day, we help people with solutions to problems, big and small, in their lives. What could be more rewarding than that? But I also believe that we could carry out our calling better if we didn’t keep forgetting these few basic truths.

Contributed to Branding Strategy Insider By: Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar

The Blake Project Can Help You Put People First: Contact us for more on BrandInsistence Brand Equity Measurement

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

FREE Publications And Resources For Marketers

Branding

Post navigation

Previous Post: Creating A Relevant Differentiated Brand Promise
Next Post: The Brave New World of Digital, Business, and Leadership Transformation and the Part You Play in It All

Related Posts

  • Procurement and Partnership Branding
  • BEWARE THE VOICE IN YOUR HEAD Branding
  • Doing CX Right: AI and the Human Element – How to Strike a Balance in the Workplace Branding
  • Ferrari Branding
  • the future of the metaverse Branding
  • The Brave New World of Digital, Business, and Leadership Transformation and the Part You Play in It All Branding

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • AI and Productivity
  • The Mindshifting Relationship Between Iteration and Innovation
  • What Is Your Customer Really Buying?
  • WHY I LOVE BEING A MOTIVATIONAL SPEAKER
  • BEWARE THE VOICE IN YOUR HEAD

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • The CMO Must Be The Voice Of The Customer Branding
  • DuPont Branding
  • Leveraging The Past For A Future With Purpose Branding
  • McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose Branding
  • How CEO’s Can Deliver Meaningful Messaging Branding
  • AT&T Branding
  • AI-Generated Sameness Branding
  • How to manage your marketing efforts like a Hollywood Producer Branding

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews. Copyright © 2022 International Branding Online.

Powered by PressBook News Dark theme