David Wheldon, CMO of RBS, presented Seven Dumb Ways for Marketing to Die (15:33 video). The presentation was given during WFA’s Global Marketer Conference in March 2016 in Kuala Lumpur.

  1. Believing the definition of marketing has changed.
  2. Being less than 100% customer obsessed. That includes people who are obsessed with the competition.
  3. Being Either/Or. It’s And/And. It’s not digital or traditional. You have to do all of it.
    “integration skills, collaboration skills, listening skills, and facilitating skills have never been more vital.”
  4. Being on target and completely missing the point.
    “Marketing is the confidence industry and the value creation industry.”
  5. Focusing just on the ‘What?’ and ‘how?’ — but forgetting the ‘why?’
  6. Believing the magic answer to everything is branded content.
  7. Suicide by overdose.

Brand is everything. Two definitions:

  • A brand is what a brand does.
  • A brand is what people say about you when you are not in the room.

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