Marketing That Endures: Why Trust, Stories, Courage, and Ethics Still Matter
In an industry constantly chasing the “next new thing”—AI, automation, growth hacks, viral tactics—it’s easy to forget a simple truth: The fundamentals of good marketing don’t change. That’s why This Is Marketing, first published in 2018, still resonates so strongly today. Seth Godin didn’t write a book about tactics or tools. He wrote about principles—and principles endure far longer than platforms. At Direct Choice, many of the ideas Godin articulates aren’t new to us. In fact, they’ve guided our work for over 30 years, long before digital channels, social media, or marketing automation existed. Four of those principles, in particular, continue to define how effective brands grow—and how we help them do it. 1. Trust Is the Most Valuable Currency in Marketing Attention is everywhere. Trust is not. Godin argues that modern marketing succeeds only when it’s built on trust—earned slowly, reinforced consistently, and never taken for granted. This is especially true in regulated and high-stakes categories...
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