Adam Vasquez

The Marketing and Advertising Industry is Failing Us


I always wanted to be in the industry. I value creative. I value strategy. I value technology. And when you combine the three, something magical happens. But somewhere along the way of Super Bowl commercials, inbound campaigns, programmatic buys, shopping carts, and social media, we lost our way ­– and our credibility.

There’s a reason why CMOs have the shortest tenure of any C-Suite executive. The C-Suite thinks we’re superficial, nice-to-have fluff. Marketing has gone from being as important as innovation, as described by Peter Drucker, to a bunch of tactical gimmicks. Even worse, the ecosystem of agencies, consultants, and software vendors surrounding the CMO is focused on tactics, and isn’t prepared to offer strategic value.

Before purchasing Merit (formerly Sacunas) in 2015, I was one of those CMOs fighting for a strategic seat at the table. I worked with leading global agencies, and I was frustrated that no one could give me the combination of real strategy, creative, and technology. I’m not talking about consumer research to support messaging and an advertising campaign or a brand experience. I’m talking about deep market and behavioral research that changes the way I do business.

So, when I had the chance to purchase the company, I knew we had an opportunity to combine research and strategic consulting with creative and technology to move the marketing industry forward. With this intent, we began to dig deeper into what we were doing and why we were doing it. This research brought us to the next big thing.

See, while the entire industry became tacticians, we all missed a bigger trend happening around us. New market leaders such as Salesforce.com, Hubspot, GoPro, Nest, Boston Beer Company, and others found a way to infiltrate saturated and established industries and invent a new market. They placed themselves at the top, and shifted revenue to become the new industry leaders. This discovery led to the next big thing: “Market Invention.”

In analyzing what made these companies successful, we uncovered a unique formula of brand insight, purpose, position and experience that created significant value for both the customer and the company. It’s no longer enough to compete in crowded markets. Marketing leaders must create business growth through “Market Invention” and put themselves in the center of what’s next for their industry.

As a CMO, would you rather have an agency that just pitches you creative, or an agency that helps you invent a new market and then uses creative and technology to place you at the top of your industry?

Market invention is what I chose, and I can never go back.

Click here to learn more about Market Invention.

About Adam Vasquez

Adam is the President and CEO of Merit, the global leader in market invention. He is known for his ability to create markets for clients. His efforts have not only achieved many accolades, but have also served as an engine for sustained growth, profitability, and mission success for a number of small, medium and large companies.

See More

RELATED
INSIGHTS

Trevor Stauffer
How Dollar Shave Club Changed Shaving

Dollar Shave Club started selling disposable razor subscriptions in 2012. In a few years’ time, it had catapulted into the realm of the unicorns.

READ IT
Merit

The Process Behind Disruption

Disruption might be the biggest business bandwagon of all time. But ask most people what their idea of disruption is, and they’ll stare at you with a blank look or start rattling off a set of disjointed ideas.

READ IT
Trevor Stauffer
Why Turnaround Specialists Need Market Invention

Turnaround specialists can be called in at all stages of failure, from decreasing working capital to impending bankruptcy. While the work of a turnaround specialist in these situations is irreplaceable, it can be effectively supplemented by incorporating Merit’s Market Invention strategy. This unique partnership turns a rather dire situation into a net positive by implementing change and inventing a new opportunity for a business to not only survive, but to thrive.

READ IT
Merit

Public Relations and Market Invention

“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.

READ IT
Merit

Web Design and Market Invention

Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.

Merit
Design and Market Invention

Understanding how to use—or not use—design archetypes is at the core of a well-planned Market Invention strategy. Market Invention can use a shift in brand imaging or messaging to pivot into a new market and target unreached customers.

READ IT
Trevor Stauffer

Five Lessons From the Growing Artisan Economy

We hear a lot about the artisan economy. It’s a movement towards personalized, hand-made, small-scale production that has been gaining lots of momentum in the US. So much momentum, in fact, that artisans are taking a measurable chip out of mid-sized manufacturers. According to the Inter-American Development Bank, if the artisan economy were a country, it would have the fourth largest economy in the world. While larger sized businesses obviously cannot compete with some aspects of the artisan economy, they can certainly reflect on some of the principles that are propelling artisan growth and apply them to their own organizations.

READ IT
MERIT
Harrisburg Office
2201 N Front Street, Harrisburg, PA 17110
Portland Office
917 SW Oak Street #303, Portland, OR 97205