One of the most significant periods of my life was the three years I studied under the world’s greatest business consultant, Peter Drucker. Dr. Drucker is known as the father of modern management, but he also contributed to the creation of marketing as a professional discipline, wrote extensively about entrepreneurship and innovation, and is generally regarded as the greatest business philosopher of all-time.

There is not a single day that I don’t hear his voice in my head as I work through customer problems. His advice has become the foundational pillars of my work and in many respects, my life.

But there is one piece of advice he gave me that is remarkably useful to me in this overwhelming world of change, and I think it will help you, too. Let’s reveal that today.

Immersed in the problem

I studied under Dr. Drucker while pursuing an MBA at the Claremont Graduate University. He had retired from most of his professional life and devoted his time to mentoring students in the business school that now bore his name.

He would sit on the edge of a desk with a carafe of coffee and talk about his books. It was impossible to outline his talks as he took us on a jagged journey through his life and the fascinating people he met along the way.

Dr. Drucker taught us through the Harvard case study method. We were assigned a long text detailing a complex business problem. Over weeks of classes, we would dissect the issues from every angle. As business leaders, our tendency was to try to solve the case and resolve the problem.

And that’s when Dr. Drucker would go nuts.

It’s not about the right answers

This class was filled with experienced leaders eager to display their intelligence and insight by “solving” the case study.

Nothing irked Dr. Drucker more.

“The people in this case study have been working in their business for 30 years or more,” he would say. “What makes you so arrogant to think that you can solve the problem when they can’t? Your job is not to have the right answers. Your jobs is to have the right questions.”

This might be the most important advice of my professional life and informed how I approach all my business consulting assignments. I approach business problems very humbly because I am never the expert in the room. Why would I have the right answers?  However, I can guide people to the right questions — the real key to a resolution.

I’ve found that most leaders have the knowledge and insight to solve their problems if they know where to find an answer.

Relevance of the right questions

The marketing world is far too complex to be an expert in everything. I’m not sure you can be an expert in anything! However, you must be immersed enough in the day’s issues to ask the right questions. You have to have a sense of what is possible.

I think curiosity is the most important soft skill for marketers today. For me, asking the right questions is not just a prerequisite to effective consulting. It helps me become a better author, speaker, and teacher.

Asking the right questions is also the true heart of all great content creation. If you put the work into finding the right questions, great content will surely follow.

Jay Acunzo and I just dropped a fun podcast episode demonstrating the opportunity to ask the right questions. We challenged each other to pose questions that the other person had never been asked before. And it worked! I invite you to have some fun with us and enter a world of challenging questions.

All you have to do is click here >

Click here to enjoy Marketing Companion Episode 305

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

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What were the most popular blog posts of 2024?

This is more difficult to answer today than a few years ago because my posts are read in so many different places today. I don’t spend the time curating social media views across all the various channels (like Medium, Substack, and LinkedIn) but certainly can see when a post goes “viral.”

Here at least is an estimate of the most popular posts of 2024 based on post views.

1. How to Reimagine Universities for the AI Era

Although this post appeared just a few weeks ago, it was “boosted” by Medium and appeared on the front page of the platform’s website. There is some wild thinking here, and most people agreed with my view that colleges need a radical new start.

2. In Defense of Jaguar (I think I’m the Only One)

A post that caused a rumble, earning 17,000 views on LinkedIn. I almost didn’t comment on this car controversy, but so many people wrote to me to ask what I thought about it that I took the plunge.

This is a good example of “spiky” content. I posed a contrarian view, not to be contrarian but to expose a defensible argument.

3. The Real Reason Marketing Content is Getting Worse

The idea is that a creative dependency on technology limits people’s ability to innovate because they don’t know the craft. This hit a chord with people, resulting in hundreds of reader comments across the web.

4. The Biggest Threat to Free Speech and Democracy Isn’t Speech. It’s Amplification

There are so many arguments about protecting free speech and the limits of free speech but most people are missing the point entirely. The opportunity for vast amplification of any view was something the Founding Fathers never anticipated.

5. It’s Time to Create a Creator Guild

One of the major limits on AI progress is a lack of access to high quality content. I would happily turn over almost 20 years of content to my AI overlords for fair compensation. Wouldn’t you? Solves so many problems.

6. Ten Non-Obvious Social Media Trends

In my early days as a blogger, I commented on social media almost exclusively. I thought it would be fun to return to my roots and point to some trends that seem to be passing many people by.

7. How Blogging Changed My Life

2024 marked the 15th anniversary of my blog. I normally don’t dwell on the past but this was an opportunity to reflect on how far I’ve come as a blogger. While blogging might seem like the OG social media content, it is still as vital as ever and still growing.

8. Why AI Will Not Doom Marketing

Open AI founder Sam Altman blurted out that AI will easily and rapidly eliminate 95% of all marketing jobs. I don’t know AI, but I do know marketing and I had to point out why this is view is simply wrong.

9. How to be the Best Fake Possible

If I hear the word “authentic” one more time I think I’ll hurl. Do we really want authentic? It never crosses my mind when I watch a spectacular action movie created almost entirely by CGI. If I value spectacular in the real world, why not in the business world. Should we embrace the Era of Spectacular?

10. The Biggest Mistake Content Creators Make Today

This might seem like a click-bait headline, but it’s not. I’ve done hundreds of personal coaching calls, and 90% of the people I speak to have grotesquely sub-optimized their content because of this one mistake.

So that’s a wrap. I’ll add that my top five podcast episodes of the year were:

1. Why it was time to burn this community to the ground

2. Beyond Imposter Syndrome

3. Creating your signature story

4. What business are you in — really?

5. The inescapable role of humans in an AI world

If you’re a fan of the blog, I think you will love The Marketing Companion podcast! 

Thanks for being here, and here’s to a great 2025.

Need a keynote speaker about brand communities? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustrations courtesy MidJourney

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The AI Revolution isn’t just about creating new tools – it’s about transforming how we learn, understand, and interact with information. And that’s exactly why NotebookLM has become the darling of the AI research community. As someone who’s spent decades observing how technology reshapes human behavior, it’s been fun for me to experiment with this new application.

Here’s what’s really going on: We’re drowning in information. Between podcasts, blog posts, and the endless stream of developments on social media, staying current is like drinking from a firehose. NotebookLM isn’t just another note-taking app – it’s an AI-powered research companion that actually understands context and helps connect the dots.

It’s as close to getting a brain extension as you’ll see (at least for now!).

What makes NotebookLM different is its ability to act as both a librarian and a study buddy. When you’re deep in research mode, it doesn’t just store your notes – it actively helps you understand them. It can summarize complex papers, explain difficult concepts, and even highlight connections between different pieces of research that you might have missed. This is game-changing for anyone navigating the complex world of AI development.

But there’s something even more profound happening here. In all my years of studying digital transformation, I’ve noticed that the tools that truly stick are the ones that feel natural – that work the way our brains work. NotebookLM gets this right. It’s not trying to force users into a rigid system. Instead, it adapts to your thinking style, helping you build knowledge in a way that feels organic and intuitive.

NotebookLM — But wait, there’s more!

A few months ago, NotebookLM users discovered they could use the voice mode to command the app to have a discussion with itself, something similar to a podcast episode. A few people have even produced AI-fueled podcasts with synthetic hosts!

While I have no plans to do this with The Marketing Companion, I did turn to NotebookLM to help me in a pinch this week. My podcast is now in its thirteenth year, and remarkably, I’ve never missed an episode. But this week was close!

My human co-host became too sick to record, and out of time, I turned to NotebookLM for help. The new episode provides extraordinary value in two ways: It’s a mesmerizing demonstration of AI voice capabilities. But what’s really cool is that I uploaded my upcoming new book “Audacious: How Humans Win in an AI World” and asked the “hosts” to review the book.

The result was more than I expected, and I think you’ll love this mind-bending podcast episode. If you haven’t experienced NotebookLM in action, this will get your head spinning. Ready? All you have to do is click here:

Click here to enjoy Marketing Companion Episode 304

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

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The world is moving at the speed of Nvidia these days, and no career is being disrupted more than marketing.

I host a community called RISE that’s dedicated to the future of marketing. What’s coming next and how does this impact us? I thought it would be interesting to ask some people in the community about their biggest marketing lessons from 2024. Some of these are personal, some of them are enlightening, but all the lessons are worth your time today …

Sarah Stahl, ROI Driven Marketing Executive at Sarahstahl.com

Sarah Stahl

This year reminded me that marketing holds the power to make or break businesses, often in ways we underestimate. I watched the startup I work with navigate every business phase—highs, lows, and everything in between. The lifeline that kept cash rolling in? Instagram.

When we surveyed guests, nine out of 10 said they discovered us on Instagram—not through third-party booking apps like Airbnb, which most vacation rentals rely on. By the end of the year, 87% of our bookings were direct, driven by consistent Instagram growth powered by strategic influencer partnerships.

No viral stunts. No massive budgets. Just clear, focused marketing that turned Instagram into a revenue machine. This simple yet powerful strategy helped a startup reach breakeven within its first year. I’ve always believed in the craft of marketing, but 2024 showed me its unparalleled ability to save a business—or sink it.

Mike Carr, Cofounder of NameStormers & Autism Labs

AI is forcing us to be more human. As LLMs and agents emerge that can mimic how we talk and even how we look, authentic and raw content that reveals our feelings and emotion behind what we say will never be more important.

Polished, scripted, and overly-rehearsed podcasts & even keynotes will give way to communications that are more real, vulnerable, and reflective of who we are as flawed human beings. The sign of a true professional will be a combination of invaluable insights presented with unquestionable passion.

Brian Piper, Director of Content Strategy and Assessment, University of Rochester

Integrating AI into your marketing workflow is not a technology project. It’s a change management project.

Many companies and brands must clean up their data and content significantly before AI integration into their marketing or content workflows is successful.

Roxana Hurducas, Brand Strategy Advisor

2024 taught me an uncomfortable truth: Hate is the most efficient fuel in marketing, and the most powerful buying argument.

Roxana Hurducas

This revelation came from the presidential elections in my nation of Romania, where a candidate turned an electoral campaign into a marketing campaign. There were no substantial policy proposals, no detailed plans to address the challenges the country is facing. Instead, his campaign was pure marketing, built entirely on one central message: hate. Hate the system, hate the establishment, hate the political class. And it worked.

In marketing terms, he identified the pain point (a broken system) and offered a solution (himself as the alternative). The messaging was emotional, not rational. And as we know, people don’t buy products, services, or even candidates. They buy feelings, and hate is a feeling that unites people more strongly than almost anything else.

The fact that we long to belong, as Mark Schaefer has pointed out, is painfully relevant here. Georgescu’s campaign didn’t just sell hate; it sold a sense of belonging. They weren’t just voting; they were joining a movement. The against-the-system movement. This is the same dynamic that powers communities – only here, it was used as a weapon for political gain.

But this lesson applies far beyond elections. Hate and Belonging are two of the most powerful forces in human behavior, and marketers know this.

So, do we accept that hate sells and lean into it? Or do we, as marketers, take responsibility for the narratives we create and the emotions we amplify?

For me, the answer lies in ethics. Yes, hate is efficient. Yes, it works. But at what cost? The lesson of 2024 is as much a warning as it is a revelation: the fuels we choose to power our messages can burn more than we intend. And sometimes, what they destroy is trust, unity, and hope.

Tyler Stambaugh, Co-Founder of MAGNETIQ

Digital experiences are heavily undervalued as a way to differentiate and create a competitive advantage.

Iris van Ooyen, Life Navigation Mentor, Founder of Bright Eyes

Genuine enthusiasm sells— and that ripples through best in live interactions. This summer I crafted a new mastermind and I was so thrilled about the concept that when I spoke to a former client about it, he signed up on the spot. AND offered to share it with two peers (one registered as well). This would not have happened through an email exchange. I learned that your personal energy and enthusiasm are crucial and most effective live and one-on-one.

Aaron Hassen, Chief Marketer at AH Marketing and host of Business with Humans YouTube series

B2C channels are also B2B channels.

Aaron Hassen

Earlier this year, I was developing a campaign for a B2B client, pulling a prospect list from their CRM, when I noticed the data was woefully inadequate: company emails, company phone numbers and office locations. Not very useful. See, I had interviewed scores of their best customers, and when asked where they went to find solutions like theirs, the answer wasn’t corporate newsletters, cold calls or trade magazines, it was a trusted colleague, podcast and social media.

The sources of B2B influence have shifted. Forrester predicts that more than 50% of B2B buyers, particularly younger ones, will rely on social media and their value network to help make purchase decisions in 2025. And according to LinkedIn, social media was a top source of B2B marketing investment (75% of companies) in 2024. The fastest growing B2B channel? Streaming television! 55% of B2B marketers said they plan to increase investment there in the coming year.

It’s clear that in today’s work-from-home environments, B2B professionals are consuming information like B2C consumers: from their laptops, iPads, smart watches, smartphones, smart home devices and smart TVs. Reaching busy professionals in their everyday lives and getting them talking about our brand is difficult. This is why we must move past traditional B2B channels toward consumer channels that better connect us with our customers.

Emiliano Reisfeld, Marketing Manager

In 2024, marketing evolved toward more agile and compact funnels, where investment in conversion is key to empowering consumers who demand instant personalization.

An example: From Zero to Millions: TikTok Shop’s GMV Journey

Trona Freeman, Social Media and SEO Specialist for small businesses

Trona Freeman

More people are looking for alternatives to the Meta platforms for their small business marketing.

People are increasingly finding these platforms difficult for a host of reasons. 2024 has also been a very challenging year socio-culturally, and people want to have an escape online, and that place is moving toward Pinterest. Pinterest is people’s happy space, a place to go to escape the noise of the internet and the world at large.

Research shows that Gen Z is the fastest-growing audience on Pinterest, making up 42% of its global user base. And they’re searching and saving more than other generations.

Lush discovered this a few years ago when they moved from the Meta platforms and now use Pinterest as a key platform online as a positive way to promote and connect with their audience. Context matters, so make sure you are meeting your customers in a place that resonates with them. That could be Pinterest or smaller, more intimate spaces like Discord.

Joeri Billast, Host of the Web3 CMO Stories podcast

In 2024, I discovered that authenticity, consistency, and patience are the keys to building a personal brand that resonates globally.

In Belgium, I’m seen as a peer. At conferences in Toronto, Barcelona, and Lisbon, I received incredible feedback about my podcast. And in Cairo, I felt like a hero after my keynote (I killed it!). People lined up for selfies, connected with me on LinkedIn, and two days later, my AI workshop sold out, so much so that it was moved to a larger room in another hotel.

The surprising part? Context matters, but consistency and authenticity build relationships that transcend borders. People don’t connect with perfection—they connect with real stories and genuine engagement. The takeaway: Keep showing up, even when it feels like no one’s watching … because they are!

Zack Seipert, Marketing and Communications Specialist

This year, I (re)learned that relevance is the cornerstone of modern marketing success. Whether it’s crafting a social media post or developing a full campaign, the key is understanding what truly resonates with your audience in the moment. Even the most creative content will fall flat if it doesn’t align with your audience’s current needs, values, or environment. Staying tuned in to the pulse of culture and pivoting when necessary can make all the difference in creating content that truly connects and moves.

Bruce Scheer, Co-Founder of ValuePros.io

My lesson was the power of a consistent online presence.

Being part of the RISE community transformed my perspective on digital engagement. Mark Schaefer’s Personal Branding Masterclass provided the foundation. The real magic happened when I finally conquered my imposter syndrome and committed to regular online participation.

Bruce Scheer

My journey began with a simple decision: show up consistently. This meant producing weekly content and engaging daily, particularly on LinkedIn. I had Mark and others in the RISE community as role models to follow. The initial hesitation gave way to a natural rhythm of authentic interactions.

I next launched the “ValuePros Show” across YouTube and podcast platforms, which became a gateway to extraordinary conversations. Each guest brought unique insights, making 2024 a year of remarkable learning and growth. Finally, I set up a weekly newsletter that already has 1,500 subscribers and is growing.

This has been a year of deeper professional relationships, expanded business opportunities, and enhanced visibility for our tech-forward consulting firm.

Consistency truly reigns supreme in marketing. By maintaining a steady presence and authentic engagement, what started as a personal branding challenge evolved into a powerful business strategy.

Julie Van Ameyde, Founder of Simply Social Media

When a long-time client sold their business, my routine was turned upside-down. While I continued working with the new ownership, the transition highlighted the need for adaptability and resilience to navigate unexpected changes. Marketing success isn’t just about being prepared for technological change. It means you have to be resilient enough to be ready for anything. 

Rob LeLacheur, Owner of Road 55 in Edmonton, Canada

Traditionally, my team has produced Triple A, polished video content and we’re proud of that. But we learned in 20204 that there is a large space for low fidelity (Lo Fi) content, and in many cases, that content performs much better than Hi Fi.

Lo-Fi reduces the barrier to entry by creating a feeling that you’re not being sold to. The content is more real and people are willing to give it a chance. An example of Lo Fi that works well is an imperfect,
behind-the-scenes blooper reel.

Hi Fi is most appropriate for situations where the consumer is already engaged, like a website or presentation.

Valentina Escobar-Gonzalez, Co-Author of The Most Amazing Marketing Book Ever

People crave being back at live, in-person events. I just attended a conference that was sold out, and that hasn’t happened since before COVID. There is an unmissable magic that happens when people gather together. When in doubt, make it in-person and make it awesome!

Martin O’Leary, Creator of “Uncharted” Newsletter

Taste is the new superpower.

Martin O’Leary

Remember endless Slack messages and three-week waits for a simple video edit? Those days are dead. But this isn’t just another AI story. The real shock isn’t that AI can help make content – it’s that it’s forcing marketers to become master craftsmen.

Think about it: when everyone can create anything, the differentiator isn’t access to tools. It’s taste.

Pre-2024: Marketing meant being a professional coordinator. You managed designers, video editors, and endless Figma feedback loops. Your job was orchestration. Post-2024: Marketing means being a filmmaker, designer, and writer rolled into one. One person with Claude, Getimg.ai, Runway.ai, and CapCut isn’t just replacing a team – they’re rewriting the rules of what makes marketing great.

The winners aren’t the tech-savvy marketers. They’re the ones studying Kubrick’s camera angles, dissecting Nike’s brand guidelines, and obsessing over typography. Because when AI democratizes creation, deep craft to write better prompts becomes the moat. Just like the iPhone killed Blackberry by making computing personal, full-stack marketers are killing the assembly line approach to creativity.

Sharon Joseph, VP Marketing

“Advertisements suck, I don’t care, Please Make It Stop.”

That quote from my eight-year-old, mocking the streaming ads, hit a nerve. Growing up, I loved ads—their creativity, humor, and storytelling inspired me to pursue a career in advertising.

Over two decades, I’ve seen the industry evolve, from a passion-driven art form to a relentless stream of noise. Now, as a VP of Marketing, I market to the very people creating the ads that my child—and frankly, most of us—find unbearable.

It was the first week of 2024 when two campaigns stood out: Calvin Klein’s Jeremy Allen White spot and Brlo Brewery’s parody. They reminded me that authenticity and storytelling can still resonate. But most ads in the past year? Forgettable.

As marketers, we must rethink our approach. People crave connection, not interruption. If we can’t offer something meaningful, maybe we shouldn’t offer anything at all. Because in a world tuning out, it’s not about shouting louder—it’s about creating with purpose.

Mark Schaefer, blogger-in-chief

I learned so many lessons in 2024 but here are a few significant ones.

• The world is changing at an overwhelming pace, and I cannot remain relevant on my own. Being part of a supportive community is the only way to survive this onslaught.
• Every day is a new marketing day. What was true yesterday may not be true today. Be willing to let go to grow.
• Competence is a commodity. Competence is ignorable. If you are merely competent, you’re vulnerable.
• It’s easy to get caught up in the latest AI magic trick, but don’t lose sight of the fact that marketing is a people business. Work through the tech hype and stay focused on fundamentals.
• 99% of the people in the world have no clue what’s about to happen to their lives through AI.
• As the big tech companies race toward AI dominance, they are systematically and unabashedly breaking the law as part of their business strategy. 2024 was the year that “character” went out of fashion.
• In all of history, this is the most fun and interesting time to be in marketing!

Many thanks to my brilliant and generous community for adding their wisdom to this post today.

Need a keynote speaker about the future of marketing? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustration courtesy MidJourney

The post What we learned about marketing in 2024 appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

I’ve had the honor of working with some mega brands on their community strategies. There’s a growing recognition that this is where the real conversations, collaborations, and insights are taking place (and it’s out of reach of social listening platforms). But how does a brand get involved in consumer communities?

Many brands — big and small — have built their own consumer communities. Look to Nike, IKEA, and Lego as best examples. Sephora operates 2,700 brick-and-mortar stores, yet 80% of its revenue derives from its online community of 6 million fans. That’s not just a community – that’s an economic force of nature.

Here’s the wake-up call: Your customers are already having conversations about your brand. On Reddit. In Discord channels. Through Slack communities. The only question is: Are you part of that conversation or the awkward outsider looking in through the window?

Even if you don’t build your own community, it makes sense to have some presence in hotbeds of consumer insight. Let’s talk about how to do that today.

Community versus audience

Let’s start with an important point. An audience is not a community.

I wrote the bestselling book about why brand communities are the future of marketing (Belonging to the Brand), and one of the most important ideas is understanding the difference between an audience and a community. For example, I hear many people describe their “blog community” or “Instagram community,” but those are not communities. Those are audiences. There’s nothing wrong with that, but it’s not a community.

An audience is one-way. If I blog, I have an audience. If I go away, I don’t. But a collective of people sustains a community and this has important implications for brand marketing.

Here are the three differences between an audience and a community:

COMMUNION

In a community, there is communion — people know each other, like a neighborhood. Members of an audience don’t know each other. This is a critical difference because the goodwill and friendship that occurs in a community spill over into the love for the sponsoring brand. Customer communities represent the highest level of emotional brand connection. If customers are emotionally invested in a community, they literally belong to the brand.

PURPOSE

Something must drive a customer to your community — a unifying purpose. What are your customers yearning to do? Learn something? Change the world? Create, connect, or collaborate? The best communities occur when the brand and the customers share a common purpose.  A community thrives when a company realizes that it can have a bigger impact when the customers come along to help.

A well-known example is Patagonia. What is its purpose? Responsible outdoor recreation. Patagonia’s customers are also devoted to this purpose, creating an ideal opportunity for community.

CONTROL

A company controls its mission, a marketing plan, an ad campaign. But community members drive the direction of the community, at least to some extent. This might sound scary, but wouldn’t it be amazing to have your customers help drive your future based on their wants, hopes and dreams? Access to this first party information is golden for any brand.

The biggest hurdles

Why isn’t every brand participating in brand communities? I consistently hear these obstacles:

Scale — Brands are accustomed to an advertising strategy that can generate millions of impressions. Even a community with 50,000 members doesn’t meet their expectations for vast reach.

Personal involvement — How does a “brand” show up in a community? It doesn’t. A “person” shows up in a community. Real people have to create real connections and relationships. This is a new dimension of customer intimacy that seems intimidating for marketers who are comfortable in cubicle land. There’s no effective way to automate interactions in a community. Somebody has to show up.

Outsourcing — Even when companies buy into a community strategy, they struggle to figure out how to delegate this to an ad agency partner. After all, throughout marketing history, the ad agency usually does the heavy lifting. How does an agency represent the brand in a customer community? It might be possible, but I think that would be unusual. I’m not sure a brand should out-source community relationships.

Measurement –Brands need to understand that these communities aren’t just marketing channels – they’re genuine spaces where people share experiences, advice, and support. If you come into a community trying to reach quarterly sales objectives, you’ll fail in a spectacular way.

For these reasons, brand communities could be a more likely strategy for small- and medium-sized companies with a culture geared to patient, human participation in customer communities.

Connecting to a community

So here’s the million-dollar question: How do brands respectfully enter these spaces?

I’ve reached out to community leaders and asked them, “How could a brand add value to your community?” Several themes emerged:

• Show that you really understand us, and not just selling stuff. Spend time observing the community’s conversations, pain points, and values before jumping in.
• Show us relevant new products and how to use them. Pay attention to our pain points.
• Provide educational content. Teach us something new.
• Actively participate in community conversations. Be transparent about who you are.
• Offer exclusive access to executives, designers, marketers, and others who can help us grow.
• Every community needs content. Is there content that can spark conversations in our community?
• Offer to help organize community events or challenges.
• Amplify community members’ voices and expertise, not just your own
• Help us have fun. Can you sponsor contests, quizzes, and games?

In addition to direct involvement, here are three ideas for indirect involvement that might fit the culture of larger brands:

1. Many community founders have a blog, podcast, or YouTube channel. Sponsoring their content can be an indirect way to access their communities.
2. Most large communities have offline events. Could the brand sponsor those activities to gain access to the community?
3. Could you create an event adjacent to a community? For example, fast-food restaurant Jack In The Box hosted an online late-night party on Discord during Comicon with live music, contests, and food giveaways.

The future

We all live in a world longing to belong. We don’t just want community. We need community to function as healthy humans. A brand community might be the only marketing tactic customers actually embrace.

I’m often asked if any brand can have a community and I don’t know the answer, but I take a clue from Yeti. This is a juggernaut of a brand that began with an ice cooler. They didn’t create this success with advertising. They relied almost entirely on community. In fact, Yeti hosts 12 different communities ranging from skiers to rodeo fans. If a cooler can create a cultural movement, what’s your excuse?

Connecting through communities isn’t just brand marketing; it’s brand anthropology. Your social listening platforms are just scratching the surface. The real gold — the authentic discussions, the brutal honesty, the passionate advocacy — that’s happening in communities you can’t track with a dashboard.

We need to connect to the world in new ways to keep our brands relevant. That means patiently learning about our consumer communities and showing up in a meaningful way.

Need a keynote speaker about brand communities? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustration courtesy MidJourney

The post How should brands connect to consumer communities? appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

So this is sort of weird.

Keith Jennings was a beta reader for my new book Audacious: How Humans Win in an AI Marketing World (coming Feb 2025!). He was so moved and inspired by the book that he’s decided to make radical changes to reimagine his career. And unfortunately, part of that means taking a sabbatical as a co-host of my podcast!

I obviously hate to see Keith take the year off but I’m excited for his future and proud that my book had this profound impact on him.

This prompted us to devote his final episode to a discussion of career transformation. Both of us have reinvented our careers almost continuously, and in this show we consider three questions that enable relevant introspection:

1. Working ON something is very different than working IN it. Are you working on your career or in it?
2. Are you working at the top of your license? Are you so busy that it is keeping you from working at the top of your potential?
3. Are you working at the edge of your abilities? Are you in a trench of career sameness? Just mailing it in? Maybe it is time to unlearn what you’ve learned.

Keith always brings a compassionate, human view to the field of marketing and this episode will definitely challenge you to transform your career. Just click here to listen:

Click here to enjoy Marketing Companion Episode 303

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post Are You Playing Small? Three Questions That Transform Your Career appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Jaguar has been an easy target for critics after the company re-branded itself with a foppish, silly ad and a strange new logo. However, I am not one of those critics. Today, I’ll explain why I’m the only marketer on earth defending the Jaguar strategy. In fact, they are on the only reasonable path for the brand.

Let me be clear that at this point, I am separating the ad/logo from the strategy. In fact, I hate the ad, which seems like an AI fever dream of what “creative” is supposed to be:

I also abhor the logo re-design because Jaguar had one of the coolest logos on the planet and they ruined it.

Why am I pro-Jaguar? Because I think the strategy is brilliant, even if the execution (so far) seems disastrous.

Why Jaguar needs a new strategy

Beyond the disdain of the brand creative, there are three main criticisms of the Jag re-brand:

1. Ignores a legacy of “Britishness” and performance / luxury
2. The ads didn’t feature a car
3. Targeting a creative customer base seems like nonsense.

Let’s break down each criticism:

1. Ignores a legacy of “Britishness” and performance/luxury

I would probably be considered a potential Jag customer. I have owned a luxury car for decades, primarily Audi or BMW. But I have never considered a Jag. In fact, I’ve never known a person in my life who has owned a Jaguar, which, in hindsight, seems remarkable.

Jaguar is not even in the top 10 of luxury car brands. In terms of market strength, it is a has-been, an unprofitable, forgotten also-ran. When was the last time anyone said, “Man, I can’t wait to get my hands on that new Jag!” Right. Probably somewhere between bell-bottoms and Beta video tapes.

In addition to style, research shows there are two big considerations when deciding among luxury cars: performance and maintenance costs.

How does Jaguar stack up? Automotive engineering is dominated by Germany, Japan, Italy, and America these days. To most, Jaguar means frequent break-downs and high maintenance costs. Am I rolling old tapes? Maybe. But that is the brand’s image and it would cost a lot to change people’s minds about that. Is the classic image of James Bond driving a British car relevant for young buyers today? Is it worth holding on to? Do you really want a mercurial British car as your first choice in a luxury car?

I put Jag in the same category as another recent brand rebel — Nutter Butter. Nutter Butter is Jaguar’s brand chaos soul mate — an also-ran in the cookie business with no strong brand meaning. Creating bizarre, unsettling TikTok videos upends cookie marketing tradition and any brand heritage. But who cares? Nobody was talking about Nutter Butter, and now they are.

Could Oreo go down this road? No. They’re the leading brand and have spent millions to develop “meaning” with its customers. BMW can’t suddenly start acting like a TikTok influencer on a sugar rush. Mercedes can’t go full re-brand gonzo. They’ve got too much to lose.

But Jag isn’t a leading brand. It’s a losing brand. So why not shake it up in a bold and conversational way? The content of the advertisement is a red herring. We’re looking at Jaguar for the first time in decades.

2. The ad didn’t feature cars

One of my favorite ad campaigns in recent years never featured a product. Never even mentions it.

A Chick-fil-A employee sits on a red couch with a customer and talks about how the employee met a special customer need. For example, an employee learned sign language to serve a customer who was deaf. Another bonded with a child who had a heart transplant.

What does this have to do with chicken sandwiches?

Brand marketing is about creating an emotional expectation between you and your customers.

To illustrate this in my speeches, I’ll ask the audience to shout out what they think of when I say “Coca-Cola.” Without exception, they say “polar bears.” There was the one time when a guy in the front row said “sadness,” but that’s a story for another day.

My point is that Coke has spent billions to move your mind away from brown sugar water to playful, happy Christmas bears. Coke is a feeling. 

Chick-fil-A has its critics, but it is more than fast food to its raving customers. It’s a warm and happy feeling reinforced by food-less commercials.

So I don’t dismiss the Jaguar ads just because they are car-free. Will you buy a luxury car for its engine dimensions and gas mileage or because it actually means something to you? Jaguar’s brand meaning before last weak was as thin as Earl Grey Tea.

Finally, let’s address the target market strategy, which is aimed at …

3. Designers and Creatives

Years ago, I worked on an influencer marketing project with a luxury automotive brand. The company was introducing a stylish new car and wanted to host events nationwide for social media titans.

But I found that every car company was going after the same small group of luxury car influencers. It was nearly impossible to get their attention. So I started researching adjacent demographic markets. What other categories of people talk a lot about cars?

I discovered two groups obsessed with cars: technology geeks and creative directors. That makes sense, right? Cars are about tech and style.

Tesla has probably cornered the market for techno geeks. But what car brand has a special and unique appeal to creatives? There isn’t one. I think Jag studied the market data long and hard and saw a seam they could own. Brilliant. Early feedback shows creatives applauding the brand.

And by the way, the “copy nothing” appeal to creatives is a direct line to the Jaguar brand heritage.

The holistic strategy

Jaguar prototype

An ad is not a strategy. A logo is not a strategy. So what else do we know about the re-brand?

• Jag has built a radical new electric car that will sell for roughly double the price of current Jaguar vehicles. The car is expected to debut soon at the Miami Art Show. In an interview with Automotive News, Jaguar Land Rover CEO Adrian Mardell said the still-secret Jaguar GT will make people “salivate” when they see its styling.
• They are targeting young, wealthy, design-minded people. After the internet / AI boom, there are a lot of young millionaires out there wanting to make their own statement.
• The new all-EV Jaguar cars will be positioned as “exuberant,” “modernist,” “compelling,” and all about “fearless creative.” The strategy is spearheaded by an experienced and respected auto brand marketer, Gerry McGovern. So this re-brand is not the whimsical idea from some GenZ agency. There is data and insight behind the strategy. By the way, McGovern already turned the Range Rover brand around. So I am willing to give him a pass on the ad fumble.
• The company is overhauling its dealership network which will also feature high-end art and cusine. That is a BOLD reinvention of the auto dealership.

Jag is re-imagining the whole automotive experience through the lens of the creative class. It’s ludicrous to judge the entire strategy based on one ad.

Let’s give it time.

I just finished writing a book about disruptive marketing (“Audacious: How Humans Win in an AI Marketing World” available in February 2025). I see the underlying logic of what Jaguar is trying to do. Jag might be a competent brand. But competent doesn’t cut it. Competent = commodity. Competent doesn’t create conversations. My book explains how the world’s best creatives are breaking through the noise by disrupting the:

• Narrative
• Medium, where the story is told
• Who is telling the story

From what we know about the brand’s holistic strategy, Jag is completely upending the luxury car narrative. This is exactly what they need to do. 

The risk? There is none. You can’t kill what’s already dead. The only risk is continuing to be forgettable.

They’re in that sweet spot where “nothing to lose” meets “everything to gain.” They’re in the perfect position to pull a Nutter Butter — to be so outrageous, so unexpected, that people can’t help but notice.

The new car is supposed to be introduced in a few weeks. If it’s as sleek and cool as it is rumored to be, if the dealerships become something more than a place where people hate to shop, if Jaguar creates a story that truly connects with a creative class longing to be understood … Jag will be newly relevant.

Perhaps it’s already on the way. After all, when was the last time we spent this much time talking about Jaguar?

Exactly.

Update: Jaguar has now introduced the car. The first look:

Here is the introduction video:

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustration courtesy Jaguar

The post In defense of Jaguar (I think I’m the only one) appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

by Mara Singer, {grow} Community Member

Without authenticity, you cannot connect; without connection, you have no consumer relationship.

Over the past year, my research on generational differences in perceived digital authenticity has found a few golden marketing nuggets. Grab your favorite caffeinated beverage and settle in, because I will share my findings concerning the four consumer generations, from Gen Z to Baby Boomers.

Gen Z: The Digital Natives’ Playground

Let’s kick things off with the youngest consumer crowd on the block – Gen Z. These tech-savvy youngsters were born with smartphones in their hands (okay, not literally, but you get the idea). In order to gain their digital likes, you need to be their friend, but they are the “authenticity police” and spot a fake from a digital mile away. The key is to make your message short, sweet, multi-sensory and funny.

• Connection is King: Gen Z sees influencers as their BFFs from afar. It’s like having a cool older sibling who always knows what’s up. Without that connection, there is no trust.
• Authenticity Detectors: One of the most fun pieces we gleaned from our research is that Gen Z knows they can smell a fake from a mile away and appreciate influencers who keep it real. They can’t always tell you why someone is not authentic or deceptive, but they are completely positive they can sniff out a fraud.
• Edutainment Enthusiasts: They love learning new things, but it better be fun and multi-sensory. Just listening or reading is WAY too boring for Gen Z.  They want to take in all the sights and sounds at the same time, otherwise they will simply move along to the next flashy lure.
• Humor is the Secret Sauce: If you can make a Gen Z’er laugh, you’ve won half the battle. That circles back to the first point: if I laugh with you, we must be friends.

Takeaway:  When targeting Gen Z, focus on creating genuine, relatable content that educates while entertaining. Collaborate with influencers who can maintain an authentic, friend-like presence. Don’t be afraid to inject some humor and personality into your brand voice!

Millennials: The Digital Adopters

Now, onto the avocado toast lovers – Millennials! These consumers remember a time before social media but have fully embraced the digital world. Interestingly, they do not want to connect as much as they want an expert to dish out edutainment. For Millennials, influencing and marketing are equivalent professions and they want, no expect, to a certain degree of professionalism or they just cannot take you seriously.

• Integrity is their Jam: They want influencers who walk the talk and stay true to their values.
• Expertise Matters: Millennials appreciate influencers who really know their stuff.
• Professionalism Expected: They see influencing as a legit profession and expect a certain level of polish.
• Authenticity Balancers: They value realness, but with a professional edge.

Takeaway: For Millennial audiences, showcase your brand’s values consistently. Partner with influencers who can demonstrate expertise and maintain professional credibility to strike a balance between being authentic and polished, yet still entertaining.

Gen X: The Balanced Act

Gen X might not get as much attention, but they’re quietly rocking the social media world. Gen Z are the bridge between Baby Boomers and the “kid consumers,” retaining the value of quality and expertise expected by Boomers but enjoying the entertainment of social media. That said, flashy and catchy don’t sell for Gen X, and, in some cases, even erode perceptions of authenticity. Gen Z are much more balanced in how they consider the authenticity of social media content, appreciating expertise above honesty and shared norms. Interestingly, they have no interest in original content when deciding if something is authentic, so forget the muti-sensory overload if you are targeting the ‘80s babies.

• Masters of Balance: Gen X considers multiple factors when judging authenticity.
• Skills Pay the Bills: They highly value influencers who demonstrate real expertise.
• Substance Over Style: They’re not easily swayed by flash and pizzazz. Quality content matters more than flashy presentations.
• Originality Appreciated: Gen X loves content that stands out without trying too hard.

Takeaway: When marketing to Gen X, focus on providing substantial, skill-based content. Avoid over-hyped messaging and instead demonstrate real value and expertise. You can be original, but don’t go overboard with unnecessary frills.

Baby Boomers: The Traditional Touch

Last but not least, we have the Baby Boomers. They might not be the first adopters, but they’ve got their own unique take on social media. Like Gen X, Boomers have no faith in sparkly, shiny marketing. Although they may appreciate original content, it does not mean anything to them in terms of authenticity. Be a humble expert if you want to gain their trust.

• Integrity is Everything: They want influencers who demonstrate strong moral principles.
• Skill and Expertise Reign Supreme: Boomers appreciate a true master of their craft.
• Humility Goes a Long Way: They’re not big fans of show-offs or over-the-top personalities.
• Personal Connection is Secondary: They don’t need to feel like besties with every influencer they follow.

Takeaway: For Boomer audiences, emphasize your brand’s integrity and expertise. Partner with influencers who demonstrate mastery in their field while maintaining a humble approach. Focus on delivering value rather than trying to be their new best friend.

The Authenticity Balancing Act

Here’s where the findings get really interesting. Across all generations, there’s this delicate dance between accuracy (being truthful and transparent) and humility. The younger crowds tend to value accuracy more, while the older generations put more weight on humility. It’s like a social media seesaw!

This insight presents a unique challenge for marketers aiming to reach cross-generational audiences. Striking the right balance between being openly authentic and maintaining a sense of humility is key to resonating with diverse age groups.

So, whether you’re trying to make Gen Z laugh, impress Millennials with your expertise, provide substantial content for Gen X, or demonstrate integrity to Baby Boomers, you’re now equipped to play the social media generation game like a pro!

Mara F. Singer is a Ph.D. Candidate in Public Communication & Technology at Colorado State University. Her research focuses on perceived authenticity, fandom, and generational differences in modern communication. Mara will continue her marketing research as she teaches business communication at the University of North Texas’s G. Brint Ryan College of Business.

Illustration courtesy Unsplash.com

The post New Research Shows That From Boomers to Zoomers, Authenticity Matters appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

What a world.

Who could have dreamed that parents would be fearful of a phone?

Is there any other conversation so vital right now? Should our children have a smart device? How do we monitor it? Keep our children sane and safe?

This is one of the essential topics Paul Roetzer and I cover in the new episode of The Marketing Companion. Paul has created a new resource.

In Kid Safe GPT for Parents, an online safety advisor to help parents understand and manage risks their kids may encounter online.

The GPT’s goal is to educate parents on the risks associated with digital interactions—from gaming to social media—and provide proactive guidance to help parents protect their children’s mental health and safety.

Kid Safe GPT offers practical advice, empathetic support, and tailored strategies to encourage healthy digital habits for families.

(And, it’s completely free to use with a ChatGPT account.)

In this show we also cover:

• AI literacy for marketers
• The future of art and creativity
• The magic of NotebookLM

You won’t want to miss this! Just click here:

Click here to enjoy Marketing Companion Episode 302

Please support our sponsor, who brings you this amazing episode.

Bravo for Brevo!

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Illustration courtesy MidJourney

The post How to talk to your children about social media and AI appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.