Marketers must ditch “best practice” and avoid a predictable approach in order to differentiate their brand from the competition, writes Rory Sutherland for Raconteur.
Most businesses love rules. Follow the rules and you’ll be safe. You have to have a very good reason if you want to stray from the established way of doing things.
This might work for the accounts department, argues Sutherland, but marketing is different. Successful marketers do not follow rules.