7 Marketing Truths From a CMO

Sam Owens is an experienced marketer and consultant. He has worked at ConAgra, WhiteWave & Danone, now is the CMO of Cali'flour Foods. Here are his 7 Marketing Truths!

7 marketing truths that I didn't believe in when I was a green associate brand manager.

Oh the fragility of youth...

1. Your brand is already known for one or two things. It's almost always better to spend your money amplifying those things than trying to change them.

2. If your product is sold off of a store shelf, your packaging is more important than your advertising. 100% of your buyers see your packaging; a much smaller percentage see your ads.

3. Beauty and elegance in advertising and packaging are a luxury; clarity and simplicity are a necessity.

4. Brands that try to be everything to everyone often wind up being nothing to no one.

5. A consumer insight is based on a truth that already exists, not an idea that, if true, would be great for your business.

6. Using a creative agency is a great idea, but treat it like a marriage--be very selective in your choice, but afterwards, don't try to squash the very magic that made you want to marry them in the first place.

7. Bright and shiny new toys are often very brittle and shatter when even the slightest pressure is applied to them.

About Sam:

“I am a consumer goods marketer who right now would greatly benefit if you decided to eat more cauliflower. I'm also the author of "The 8 Career Skills You Didn't Learn in College," and a corporate speaker and trainer. My prior experience is in consulting and advertising with companies such as ConAgra, WhiteWave & Danone. I also have an MBA in marketing from Brigham Young University. Check out samscareertalk.com for some additional career materials.”