Let’s be honest: marketers don’t have the best reputation. And if we’re being really honest, a lot of us—even those of us in the marketing world—don’t love marketing either. There’s a reason “marketers ruin everything” is a phrase you’ve probably heard before.
As a CEO and founder of a brand agency, I spend hours with my team every day brainstorming, strategizing, and executing ways to bring unreasonable amounts of value to our clients. Yet, even I sometimes cringe when I think about how “marketing” is perceived. Why does this industry that’s supposed to connect people to things they want or need feel so disconnected from the very people it serves?
If you’re a business owner, CEO, or leader, you’ve probably felt the frustration. Whether it’s dealing with agencies that overpromise and underdeliver, drowning in jargon-laden pitches, or feeling like you’re just burning money on campaigns that don’t make sense, marketing can seem like a necessary evil. But does it have to be this way? Can the bad reputation be redeemed?
Why We Hate Marketers
There’s a good reason marketing leaves a bad taste in so many mouths. Here are a few of the biggest offenders:
- Overpromising, Underdelivering
We’ve all encountered the slick marketer or agency that promises the moon and delivers a slightly shinier version of what you already had. Overpromising is easy; delivering is hard. And when results don’t meet expectations, trust is eroded. - Opacity and Jargon
Why do so many marketers insist on using terms like “omnichannel synergies” or “disruptive growth” when plain language would suffice? The marketing world often hides behind jargon to create the illusion of expertise, making clients feel out of their depth instead of empowered. - Lack of Measurable Impact
Marketing should be an investment, not an expense, but all too often it feels like a black hole where money disappears. Businesses need clear, measurable outcomes, but too many marketing efforts rely on vanity metrics that don’t translate to actual growth. - Aggressive Tactics
From spam emails to irrelevant ads following you around the internet, bad marketing often feels more like harassment than help. Instead of building trust, it creates irritation. - Cookie-Cutter Solutions
Every business is unique, but many marketers offer one-size-fits-all solutions. This lack of customization not only fails to deliver results but also makes businesses feel undervalued.
What Can Be Done?
The question is, can marketing redeem itself? Can marketers and agencies shift the narrative from being necessary evils to indispensable partners in growth? I believe it’s possible, but it requires a fundamental change in approach.
- Radical Honesty
Marketers need to embrace transparency, even when it’s uncomfortable. This means setting realistic expectations, clearly explaining strategies, and owning up to mistakes when they happen. Businesses respect honesty—even if it means hearing “this might not work” instead of a sugar-coated lie. - Unreasonable Service and Hospitality
At Boken, one of our core values is delivering unreasonable amounts of value. This doesn’t mean overextending ourselves; it means deeply understanding our clients, anticipating their needs, and delivering results that exceed expectations. Marketing should feel like a partnership, not a transaction. - Empathy Over Ego
Good marketing starts with understanding people—not just target demographics or personas, but the real humans behind the data. Too often, marketers fall in love with their own ideas instead of focusing on what will genuinely serve the audience. - Focus on Results That Matter
Vanity metrics like likes and impressions are meaningless unless they translate into real-world results. Businesses need campaigns that drive revenue, customer loyalty, and brand equity. Marketers must prioritize outcomes over optics. - Human-Centered Creativity
Marketing has become overly reliant on automation and AI. While these tools are powerful, they can’t replace the human touch. Creativity, storytelling, and authenticity are what connect brands to people.
What Redemption Looks Like
If we’re going to redeem marketing, it starts with leadership. As business owners, CEOs, and leaders, we need to demand more from the agencies and marketers we work with. But we also need to set the tone for our own organizations.
Ask yourself:
- Is your marketing team aligned with your company’s mission and values?
- Are you focused on creating real value for your customers, or just trying to game the system?
- Are you holding your marketers accountable for results that actually matter?
At Boken, we believe in leading by example. For us, marketing isn’t just about promoting a product or service; it’s about helping businesses create new spaces to thrive. We specialize in Category Design because we believe the most impactful marketing doesn’t just compete—it redefines the game entirely.
Marketing can—and should—be a force for good. It should inspire, connect, and create value for everyone involved. But that won’t happen unless we all demand better.
The Path Forward
Marketing has a long way to go to rebuild its reputation, but I’m optimistic. The agencies and marketers who commit to radical honesty, unreasonable service, and human-centered creativity will stand out in an industry that too often prioritizes profit over people.
If you’re tired of the same old marketing clichés, let’s change the conversation. Marketing doesn’t have to be a necessary evil. It can be something extraordinary—if we’re willing to do the work.
At Boken, we believe in building brands that people love, backed by strategies that deliver real results.
