Values, beliefs and Purpose need to align for great Marketing.

There are industries that make this statement obvious, that you need to align with the brand in order for you to bring the best work possible. If you are going to work at a beer brand, it helps if you really enjoy drinking beer and have a passion for doing great marketing. If you work at KFC, it helps for you to love chicken as chicken is their prized ingredient.

In the scenarios above, the alignment is clear and easy to pick up but not really the case with other industries. Although not always a fun exercise, we need to question our alignment with the brands that we are building. Same can be said for agencies, where the owner does not believe that alcohol is great but there are the lead creative agency for an alcoholic brand. This is the biggest challenge that marketers will face, digging deep and understanding if the brand is really aligned to their values.

If aligned, the work will be that much great and the motivation to do more creative work will remain intact. If the opposite is true, and there is no alignment with the brand being served, then the work will be average or just good enough but not necessarily great work. We need Marketers that will go beyond doing great work and in order for this to continue happening, we need to always have that alignment.