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I grew up around entrepreneurs who believed work should teach you, and then you build something of your own. That mindset shaped how I see marketing. My take is simple: most brands don’t fail because of bad products; they fail because they hide behind marketing fear.
Marketing fear looks like delaying decisions, outsourcing judgment to the wrong partners, and pretending “brand” will fix weak strategy. It shows up in every industry. It’s time to drop it and get disciplined about communication, testing, and execution.
The Core Argument
The biggest risk in marketing is not the spend—it’s denial. Too many companies hand off growth to people who don’t know what they’re doing, then blame the channel. I’ve watched it for years, across thousands of brands we’ve supported at Hawke Media—names like Red Bull, Sweetgreen, Barstool, and Casamigos.
I learned early that the best product loses if no one hears about it. Media and message matter more than ego. As I put it often: if you don’t have a real communication strategy, you’re just hawking stuff at retail and hoping it sticks.
“Whatever you do, if you don’t have a good communication strategy, if you don’t understand how to leverage media… you’re spending a lot of time hawking stuff at retail.”
That belief drove me to build a different kind of firm. The mission was clear: be great at the work and easy to work with. Too many “top” agencies hide behind jargon, lock you into bad contracts, and confuse activity with progress.
“There’s no barrier to entry as a marketer. So 99% of them have no idea what they’re doing.”
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Proof From The Trenches
Experience taught me to trust results over rhetoric. We helped launch an activewear brand that sold to Bally Total Fitness in a year. That wa… Read More
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