Two Types

There are two types of marketing: successful and unsuccessful.

Successful marketing accomplishes the goal it set out to achieve. Unsurprisingly, unsuccessful marketing doesn’t.

However, the confusing part is what success means.

• For a brand like Nike, success could mean shaping the cultural narrative, i.e. having a whole bunch of people talking about and buying into your ideas.
• But for brands like Allbirds, success likely means getting a sale and, hopefully, a loyal customer in the process.

Marketing isn’t all that complicated, but knowing what is and isn’t effective…that’s the tricky part.