With the American Association of Advertising Agencies' Account Planning Conference happening next week, Advertising Age has listed seven deadly sins of marketing assembled by Gareth Kay, head planner at Modernista, and Mark Lewis, account planning director at DDB in San Francisco, for their session at the conference.
Here are the sins, in the authors’ own words.
One - Living by the old assumptions, especially focusing on specific brand definitions instead of letting consumers define brands their own way.
Two - Caring about the wrong objectives - particularly focusing on keeping a brand consistent and not on brand energy, which thrives on constant innovation.
Three - Focusing on linearity and order instead of newness and complexity, the consumer’s addictive dopamine.
Four - Thinking brand communication is what matters, when it’s a company’s actions and cultural/social point of view that counts. Good examples: Dove and Ikea.
Five - Spending time modeling brands instead of building brands organically.
Six - Thinking big things matter and forgetting small things can trigger big impact.
Seven - Operating by a “learn then do” process instead of “try, learn, then try again.”