What's on your list of "I can't believe I'm still fighting this fluff in 2023!"? Here's mine (in no particular order): 👉Generation-focused marketing (millennials, y, z...) 👉 Brand archetypes (and most Jungian psychographics) 👉 "Start with the why" + "GrOw"schools of purpose 👉 Lovemarks (and generally "brand love" residue) 👉 Maslow (honestly!) 👉 "We're different because we're customer-centric" 👉 Brand frameworks that are a mashup of other frameworks 👉 Get/To/By creative briefs with no strategy in the "By" (or, often, anywhere else. Post coming soon.) 👉 "Brand is dead" (or TV is dead, or any "X is dead") 👉 "We need to go viral." / "create a movement" (in head: "here's a movement. [flips the bird]") 👉 "Marketing vs Branding" 😅 Add yours in the comments! #marketing #brand #strategy #advertising #snakeoil
🧅Brand onions / houses / keys (I’ve seen every shape and still have no idea what purpose they have). 😇excessively altruistic purposes that really overstate the value of a product or brand in people’s lives. 👶🏻”youth” as a synonym for “subculture” or “niche” and the resulting obsession with capturing “youth” market.
+ Courses based on one person's understanding/experience. This is just the right way to do things. Others are fools and do everything wrong. + Authority bias in this industry. I can't believe it's still here. People still do not critically analyze the news presented by opinion leaders.
I'd be curious to know what you offer as an alternative/solution/evolution for brand archetypes? Knowing how to show up and behave in the world is still very relevant for many brand leaders I work with. Are archetypes dead or do they need to be redefined? And if so, what are the must have and the don'ts?
I reduce my long list to my top 3: Data-driven marketing i'M a GrOwTh HaCkEr Start With Why (after an enduring battle with Blue Ocean Strategy)
The chasm between “shopper” and “consumer”
"I can't believe I'm still fighting this fluff in February?" – AI will take all creative jobs
👉 That won't work here. People in our market are different 👉 Our target audience is everyone, because our product is for everyone 👉 The traditional marketing funnel is dead
Growth Hacking would be my #1 right after X is dead (usually in combo with "you need to be doing Y")
Ah “marketing vs. branding” came to mind while reading your list, there are so many posts on it on LinkedIn lately, and here it is, the last one! :) Common beliefs as “insights”
Strategy & Brand Consulting | D&AD Masterclass Trainer
1yWow. This post has *exploded*. Nearly 25k impressions and counting (that's a lot for me!) Well, here's my detailed and (hopefully) more constructive take on G/T/B. Archetypes coming up next week. 🙇♂️ https://www.linkedin.com/pulse/gettobye-bye-strategy-how-fix-advertisings-favourite-uri-baruchin