The Illusion of Rebirth
For over 15 years, I’ve walked the corridors of marketing—first as a student, then as a practitioner, and now as a critical observer. I have read the books, devoured the articles, written papers, delivered talks, and entertained debates. I’ve even begun to sense, strangely enough, that I’m no longer learning from many of the so-called thought leaders. Is this arrogance? Burnout? Or could it be... maturity?
Let’s rewind. I’ve always taken pride in thinking fast, engaging deeply with communication theory, and stress-testing my ideas in public arenas. My recent talks, especially to young entrepreneurs and marketers, have been met with resounding applause. And yet, every time I pick up a new book or article from a marketing “guru,” I find myself saying, “Yes, and...? You haven’t said anything new.”
This isn't a declaration of omniscience. It’s a recognition that something has changed—either in the material I’m consuming, or in me.
WHEN MARKETING TEXTS FEEL LIKE ECHOES
Much of what I encounter in mainstream marketing literature today feels like an echo chamber. Core frameworks—like the 4Ps (McCarthy, 1960), AIDA model (Strong, 1925), brand archetypes (Mark & Pearson, 2001), and positioning strategies (Ries & Trout, 1981)—are reiterated with new examples but few fresh insights.
In fact, many of these concepts pre-date the digital age. While they’ve been updated in application, their foundational logic remains unchanged. So when I now read something like “a brand is more than a logo,” I don’t feel enlightened—I feel underwhelmed.
But maybe that’s the point. Maybe the rebirth isn't about discovering new truths but realising that the truths we’ve known all along are still valid—and that our job now is to refine their application.
BEYOND THE LOGO: THE STRATEGY UNDERNEATH
The question “Why can’t a brand be just a logo?” is a trap I’ve seen many fall into. A logo is merely the symbolic tip of the iceberg—what lies beneath is brand strategy: purpose, values, audience insight, and competitive positioning.
Yet few can authoritatively trace where this layered thinking came from. Was it Marty Neumeier in The Brand Gap? David Aaker in Building Strong Brands? Or Wally Olins’ more corporate perspectives? Perhaps the answer is: all of them—and more. We are standing on the shoulders of giants, even if we forget their names.
Still, the message is clear: branding is not art direction; it is business direction.
"Design is the silent ambassador of your brand." – Paul Rand
"A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is." – Scott Cook
Convincing a finance department to invest R500,000 in “branding” may sound like a stretch, but the ROI on brand trust, recognition, and loyalty has been well documented by Harvard Business Review, Nielsen, and McKinsey alike. The data is there—it just needs translating.
THE TRUE REBIRTH: STRATEGIC APPLICATION
So, was I "reborn" the moment I realised I wasn’t learning anything new? Or is it that my evolution has taken me from consuming theory to applying it with nuance?
Perhaps rebirth doesn't mean discarding the old, but seeing it with new eyes. I now find value in thinking how to apply Kotler to township brands, or where Ogilvy’s principles meet TikTok’s chaos. This application is where real innovation lies—not in reinventing frameworks, but in remixing them to suit changing contexts.
What once felt like gospel now feels like tools in a bag. And maybe that’s what mastery is: the quiet confidence to create, adapt, and know that even if you can’t always cite the original author, you can trace the strategic logic.
CONCLUSION
I may not need to read as many marketing books anymore—but I still need to observe people, question brands, and immerse myself in the culture of now. Because that’s where marketing lives—in the tension between timeless principles and timely execution.
And perhaps that’s not a rebirth. Perhaps it’s simply arrival.
