The Best Marketing Is Often Overlooked

Like design, the best marketing is often overlooked or, more accurately, assumed. Let’s take a page from design for a moment:

• Great design is rarely noticed — when you intuitively come to a door and know how it opens, thank a designer.

Outstanding marketing is celebrated.?Cannes Lions, the de facto celebration of creativity (in marketing), is gearing up for its annual conference. But outstanding marketing isn’t always brilliant. Often outstanding could be swapped for outlandish — an attempt to draw attention vs. creating change.

No, exceptional, brilliant marketing happens every day, and we hardly notice.

• Companies that invest in effective and efficient customer service.
• Organizations that take the time to train their staff.
• Brands who listen to their customers AND THEN do something.

I’m all for celebrating creativity in marketing — I love it! But, we can lose the point (and the purpose) if that is all we pursue.

By the way, the same goes for those obsessed with performance.