"Three Core Principles of Great Marketing"

Great marketing always comes down to three core principles: truth, shared experiences, and culture.

At the heart of every product or service lies the truth. While federal laws mandate that advertising must be truthful and not misleading, we’ve all seen cases where the experience falls short of the promise. Truth, however, is a two-way street. On one side, it’s about brands delivering on their promises through their products or services. On the other, it’s about brands embracing and sharing the genuine experiences of their customers. When truth is present, trust follows.

This is where shared experiences come into play. Word-of-mouth marketing has always been a powerful driver, with 92% of consumers making purchase decisions based on recommendations from family and friends. Today, social media has supercharged this dynamic, turning us all into “virtual family and friends” for one another. Shared experiences not only validate the truth of a product or service but also create emotional connections, enhancing both individual and collective experiences. They remind us that marketing isn’t just about selling—it’s about storytelling.

Finally, great marketing thrives when it aligns with culture. Culture is more than a buzzword; it’s the customs, arts, beliefs, and lifestyles that define people across generations. It shapes how consumers view the world and, ultimately, your brand. When marketers take the time to understand and honor culture, they tap into something deeply personal. It’s this cultural resonance that turns casual consumers into loyal advocates.

Truth, shared experiences, and culture—when marketing embraces these principles, it becomes more than just an exchange. It becomes a connection.

You can read more of my thoughts at GathanDBorden.com.