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Effective marketing is a lot simpler than you think

As humans, we tend to overcomplicate, seeking comfort in complex explanations for straightforward phenomena. 

This inclination extends into marketing, where the allure of data, metrics, and analytical tools often overshadows the core purpose of connecting with people on a meaningful level. 

We forget that, at its heart, marketing is about storytelling, evoking emotions, and creating experiences that resonate with our audience.

Listen to this article's companion podcast here:

The Power of Fundamentals

The most successful marketers understand that mastery lies in the fundamentals, like Warren Buffett's investment strategy focusing on essential, enduring goods. 

Effective marketing hinges on universal principles that appeal to basic human desires and needs. It's about creating content people want to share, excites them about a brand, and makes them feel understood and valued.

The Misconception of Creativity

Creativity in marketing is often misconstrued as a purely rational process to be dissected, analyzed, and repackaged in a manner palatable to decision-makers. 

However, true creativity flourishes in the irrational, the spontaneous, and the seemingly illogical moments of inspiration that, while difficult to quantify, can profoundly connect with our audience. 

It's about feeling first and rationalizing later, trusting our gut, and embracing the magic of the irrational.

Embracing Irrationality in a Rational World

Within the marketing sphere, especially in the B2B sector, there's a growing recognition of the need to shift towards more human-centric, emotionally resonant campaigns. 

The future of marketing lies in our ability to embrace irrationality, to create from a place of intuition and emotion, and to champion ideas that might defy conventional wisdom but speak directly to the hearts and minds of our audience.

The Journey Forward

As we forge ahead, let us commit to a marketing ethos that values simplicity, authenticity, and creativity. 

Let's vow to defend the unique, the unconventional, and the genuinely engaging ideas from the forces of rationalization and standardization. It's time to celebrate marketing that doesn't just sell but connects, inspires, and endures.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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