Avoid sins. Grow brands.

I recently came across an article in Ad Age that highlighted the seven deadly sins of marketing. While I was shocked to learn that there were only seven sins that we’re committing, I was especially intrigued by sins #1, #4 and #7.

Sin #1: Living by old assumptions; specifically, focusing on brand definitions instead of letting the consumers define brands their own way.

Consumers today are informed. And, they want to feel that they are personally connected with the brand. So as marketers, we need to find new ways to ensure clarity of purpose and really understand audience drivers so that our communications allow customers to relate with the brand. Letting consumers define our brands a bit scary? Maybe, but what a way to create loyalty.

Sin # 4 Thinking brand communication is what matters, when it’s a company’s actions and cultural/social point of view that counts.

I love this. The age-old saying of “actions speak louder than words” applies so well here. Especially as it relates to green initiatives. Many companies are claiming to be “green” but what does that really mean? And, are companies really taking the true meaning of green to heart or are they jumping on the bandwagon without substance? Communication is important but a company needs to live the message.

Sin #7 Operating by a “learn then do” process instead of “try, learn, then try again”.

Today is the day of “the metric”. CMOs are being fired for not having strong results instantly. But there needs to be balance because sometimes it is the biggest risk that can bring the biggest reward.

What do all these sins to avoid tell us? We need to go beyond traditional and make ourselves and our clients a bit uncomfortable to keep brands relevant and growing.

–Michelle Mulchin