A Publication of WTVP

The marketing and advertising worlds have experienced a host of changes in recent years as social media, mobile apps and other technological advances play an ever-growing role in how brands communicate their messages.

But if you aren’t getting the marketing basics right, all that wizardry won’t much matter. And that’s true whether you’re the CEO of a startup who’s trying do-it-in-house marketing; a seasoned but stretched-too-thin CMO; or the head of an advertising agency.

The bad news is that it’s not all that difficult to get marketing and advertising wrong. The – sort of – good news is that you aren’t alone if you launched a can’t-miss advertising campaign, only to see it crash and burn like an experimental rocket in the early days of NASA.

For every published case study of successful marketing or advertising, there are hundreds of failed campaigns, muffed trials and fumbled ideas. There are four possible reasons why marketing efforts never get off the ground. Those are: the CEO doesn’t understand, support or participate in the marketing function; the marketing department is inadequately trained; the marketing effort is underfunded; the organization has an inappropriate definition of failure based on unrealistic expectations.

Work on fixing those four, and a business has a good chance of hitting the stratosphere. That might not happen overnight, but here are some words of wisdom for marketers, CEOs and anyone else handed the duty of marketing a business or product:

People who know how to communicate strategically have the ability to change the world. Our skill set is rare, but when unleashed, it can change bad to good. iBi

Denise Kohnke, author of All of the Other Marketing Books Are Crap (, is founder and CEO of the marketing firm House United LLC (