Why We Should Celebrate Great Marketing Instead of Criticizing the Bad

Our industry is quick to criticize campaigns but slow to praise those that are successful. We should focus more on sharing effective approaches that can be repeated.

The Need for Celebration

Which marketing work comes to mind when you think about 2024? Brands like Apple and Jaguar dominate thoughts over others like Lucky Saint and Octopus Energy, despite the latter doing great work. The point isn't whether the campaigns were good or not; it's about our industry's tendency to criticize rather than celebrate. Wouldn't it be refreshing to focus on successful cases and applaud marketers who align their organizations with effective work?

Brand building is a team sport, and all functions must understand their contributions to winning with customers.

This perspective inspired my new book, Effective Brand Building, published this month. It aims to assist marketing leaders and their teams in building brands amid the challenges faced over the past five years. The tone of the book contrasts the often critical discourse on social media, advocating for support of those who do the hard work daily.

The Importance of Teamwork

We have a skills gap due to reduced training, leading to a lack of common language and frameworks. Despite being a team sport, marketing must champion brands and gain support from the entire organization, including suppliers and agency partners.

The Tools That Work

Top marketers know how to cherry-pick the best methods from various schools of thought, focusing on what works rather than adhering to a single doctrine. This collective wisdom is vital for organizations lacking consistency.

To succeed, I believe it boils down to three elements:

1. Understanding Brand Building Fundamentals: Knowing the dynamics of brand growth and consumer insights.
2. Developing the Right Brand Strategy: Conducting audits, identifying opportunities for growth, and collaborating with agency partners.
3. Translating Strategy into Action: Creating a properly budgeted annual plan with clear KPIs and a learning mindset.

By applying these lessons, perhaps we can help brands better understand consumer needs and create work that can be celebrated within our industry.