header banner
Default

Cartoon: "Marketoonist | Tom Fishburne: Definition of Marketing Insanity"


Table of Contents

    I’ve drawn a lot of cartoons about the tendency of marketers to want to change everything, all at once, and all the time.  There’s an old marketing truism that “marketers get tired of their advertising before consumers do.”  The same instinct to change for the sake of change goes for every aspect of marketing, from logos to packaging to agencies.  

    And yet, there’s also a tendency for marketers to get stuck in a rut and follow the same playbook over and over out of habit. This too can apply to every aspect of marketing.

    I recently stumbled across a useful framework from HBR author John Coleman that defined strategic leadership as “the ability to hold two specific traits in balance: consistency and agility.”

    John writes:

    “If organizational leaders are merely consistent, they risk rigidity. In changing environments, they can struggle to adapt and may cling to old habits and practices until these practices become counter-productive, distracting them from the more important new work that needs to be done…

    “But just as consistency can become rigidity, agility can become a lack of focus when it isn’t tempered by consistency…

    “It’s in the combination of consistency and agility that leaders become strategic.”

    I think the same framework can apply to brands and marketing.  It’s in that combination of consistency and agility that marketers become strategic as well.  

    Here are a few related cartoons I’ve drawn over the years:

    "If marketing kept a diary, this would be it."

    - Ann Handley, Chief Content Officer of MarketingProfs

    Order Now

    Sources


    Article information

    Author: Jacob Stewart

    Last Updated: 1702093441

    Views: 1228

    Rating: 4.4 / 5 (49 voted)

    Reviews: 82% of readers found this page helpful

    Author information

    Name: Jacob Stewart

    Birthday: 1964-01-09

    Address: 1069 Gregory Camp Apt. 365, Brendaberg, AL 25095

    Phone: +4717775550536739

    Job: Financial Analyst

    Hobby: Quilting, Soccer, Sailing, Puzzle Solving, Whiskey Distilling, Motorcycling, Ice Skating

    Introduction: My name is Jacob Stewart, I am a expert, welcoming, Colorful, dear, unswerving, esteemed, resolute person who loves writing and wants to share my knowledge and understanding with you.