The current approach to marketing has broken down.

Driving a car that spews fumes, stalls out, and guzzles gas like a tractor-trailer doesn’t make sense. It’s hazardous to you (and anyone in your path), unreliable, and expensive.

Many of today’s consumer goods companies are driving these vehicles. Well, not literally, but their approach to marketing is just like these broken-down cars that should be scrapped. Handing over money and discounts to retailers just for the privilege of letting them make money is illogical when you, the consumer goods company, receive nothing in return. No profits. No brand loyalty. In fact, quite often, your brand erodes at the hands of marketers who are not fully vested in your brand’s integrity. [Read more…]