Tom Goodwin
8 Myths of Modern Marketing
How we can stop being stupid

Understand Change In The
World That Matters

You get copies of this

2006 ish

The Internet Created Self Doubt

Things are changing faster than
ever before.
Myth #1

Disrupt or Die !!!!!
What’s your blockchain strategy??
X is Dead !!!!

USA - Average Hours per Day Spent Doing Various Things

So relax a bit and focus on what
matters.
Myth #1

Things are more complex than
ever before.
Myth #2

It’s not fragmentation, it’s just a
internet connected screen

So relax a bit and focus on what
matters and what’s not changing
Myth #2

Things are more VUCA than
ever
Myth #3

Global- Average Daily Media Consumption
Crazy times?

Covid in particular, has taken
everyone by surprise.

TV on the cyberweb?

Who could have seen this coming?

So relax a bit and think about
what you can reasonably predict
happening (or not happening)
Myth #3

People want conversations with
brands.
Myth #4

List the brands you bloody
LOVE!

List the brands you regularly
buy

Empathy is vital.
It’s not cynicism, it’s a vital
design parameter

Know your place.
Myth #4

Brands are dying
Myth #5

46
Brands are worth more than ever

Scott Galloway.
47
“Businesses have mistaken choice as a good thing.
Consumers want less choice, but more
confidence in them”

We don’t LOVE brands but
brands are more vital than ever
Myth #5

Shorter attention spans
Myth #6

Context and Quality not
duration.
Myth #6

People are hard to reach
Myth #7

The mystery of the world’s
uncontacted tribes

People are not hard to reach
They are hard to engage
Myth #7

Data Driven Marketing is the
future
Myth #8

How many brands do you own?

How many brands do you own?
How many Ads have you clicked
on?

How many brands do you own?
How many Ads have you clicked
on?
Clicks are utterly useless.

People want personalization
People don’t like irrelevance

Wastage is bad
Wastage is awareness, jealousy,
cultural capital, confidence & the
future.

You can’t build brands with
performance ads.
Not if you do it like we have
done

Focus on what matters.
Do simple things well.
Best time ever to work in
Marketing

tom@allwehaveisnow.co