Marketing: The Difference Between Doing It and Doing It Right
Marketing is everywhere. It’s in the billboard you pass on the way to work, the ad that pops up while you’re scrolling Instagram, and the free coffee a brand hands out at a local event. But here's the kicker: not all marketing is created equal. There's marketing, and then there’s marketing correctly.
The difference between the two isn’t just semantics—it’s success. Marketing correctly requires stepping outside the confines of textbooks and “best practices” taught in business schools. It’s about embracing creativity, taking risks, and crafting strategies that resonate with people, not just algorithms.
Textbook Marketing: A Roadmap to Mediocrity
Traditional marketing education teaches frameworks, acronyms, and case studies. You learn about the 4 Ps, customer personas, and how to conduct market research. While this foundation has value, following it too rigidly can leave your campaigns feeling cookie-cutter and uninspired.
Let’s face it: everyone’s read the same marketing playbook. So, if all you do is follow the rules, you’ll end up blending in rather than standing out. The result? You’re just another brand in a sea of sameness, spending your budget trying to yell louder instead of more creatively.
Creative Marketing: Thinking Beyond the Norm
Marketing correctly means throwing out the rulebook when necessary and rewriting it for your audience, industry, and goals. It’s about challenging assumptions and finding innovative ways to connect with people.
Take Red Bull, for example. Instead of relying solely on traditional advertising, they became synonymous with extreme sports and high-energy events. Or consider Blendtec’s Will It Blend? campaign, where a blender company went viral by blending everything from iPhones to marbles on YouTube. These brands didn’t follow conventional advice; they created their own paths.
Why Out-of-the-Box Thinking Wins
Authenticity Resonates: People don’t want to be marketed at; they want to feel understood. Creativity helps you connect in ways that feel genuine rather than salesy.
Standing Out is Key: If you do what everyone else does, you’ll disappear into the noise. Originality makes your brand unforgettable.
The Element of Surprise: When your audience is surprised or delighted, they pay attention—and attention is the currency of marketing.
How to Market Correctly
Start with People, Not Products: Understand your audience deeply—not just demographics, but their dreams, frustrations, and habits. Then craft your message to meet them where they are.
Embrace Creativity as a Process: Creativity isn’t a one-off spark; it’s a mindset. Involve your team in brainstorming, explore unconventional partnerships, and don’t be afraid to fail.
Experiment and Iterate: The best marketing often comes from trial and error. Be willing to test bold ideas, track results, and tweak your strategy as you go.
Leverage All Your Tools: Don’t limit yourself to one channel or format. Whether it’s experiential marketing, user-generated content, or augmented reality, the tools available today allow for unparalleled creativity.
The Bottom Line
Anyone can market. But marketing correctly? That’s an art. It’s about doing more than checking boxes or copying what worked for someone else. It’s about taking risks, thinking big, and trusting your creative instincts.
So, the next time you’re tempted to play it safe, remember this: the brands that leave a mark aren’t the ones that follow the rules—they’re the ones that rewrite them.
At FLAVUR Creative, we specialize in helping brands break the mold and craft marketing strategies that inspire and engage. Are you ready to market correctly? Let’s talk.
At FLAVUR Creative, we help businesses across Fort St. John, Dawson Creek, Chetwynd, Hudson Hope, Fort Nelson, Grand Prairie, Prince George, Calgary, Edmonton, and Souther BC—plus clients across North America—create high-impact videos that drive real business growth.