Marketing channels, tools and trends are constantly changing, and it can be tempting to chase whatever’s new just to keep up. But genuinely connecting with your audience often takes more than just following the latest fads.
Having a strong set of guiding principles—such as putting people first and staying true to your values—ensures your messaging resonates, no matter how the landscape evolves. Here, 20 members of Forbes Communications Council share their personal marketing principles that continue to shape their work to this day.
1. Being Consistent In Your Values
The principle I keep coming back to is consistency. Not because it’s flashy, but because it works. In a world of noise and endless choice, people remember the brands that stand for something and show up that way. Chase trends too hard and you train the market not to trust you. Brand equity is built over time—don’t destroy it for short-termism. – Cameron Partridge, Invisible Technologies
2. Maintaining Brand Integrity
Brand integrity is the most important principle in all aspects of marketing, from content creation to customer interactions to executive presence. The more that you can present your brand in its truest and most respectable light, the more you will grow brand equity. Marketers should be proud guardians of the value and inspiration that can be conveyed through the true essence of their brand. – Lauren Pasquale Bartlett, Ingenovis Health
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3. Speaking Like A Human
Talk like a real human. It helps you connect to your audience better, and it helps your message shine through. Nobody wants to muddle their way through a bunch of jargon. They want you to understand them and their challenges, and clearly see how you can help solve their problems. – Kathy Sucich, Dimensional Insight
4. Striving To Do The Next Right Thing
“Do the next right thing” has been a steady compass in my marketing approach. In a landscape defined by shifting trends and ambiguity, this principle keeps efforts grounded in integrity, relevance and purpose. When strategy stalls or uncertainty looms, taking the next right step—however small—builds momentum, fosters trust and ensures alignment with long-term brand values. – Rob Robinson, HaystackID
5. Leveraging The Power Of ‘Why’
The power of “why” is my persistent touchstone. What value are we creating? It’s as important with boardroom stakeholders as with customers. Whatever is trendy, perceived value may engage, and real value is always why people invest and develop loyalty. As a principle, the power of “why” encourages outside-in thinking, ingenuity and a virtuous cycle of improvement, while filtering out a lot of noise. – Caroline Kennedy, Material
6. Understanding Your Current And Desired Position
Have a clear understanding of where your efforts stand today: What do you know? Where are the gaps? If you had more research, insights, resources or budget, what could you do to move the business forward? To cut through the noise, you have to have a clear understanding of where you are and where you need to go, and then marry that to the customer perspective. – Melissa Sierra, USIM
7. Taking On The Customer’s Perspective
One principle that guides me mainly when working for corporations: “If this were my money, would I spend it here?” This mindset brings clarity in tough decisions, beyond trends or tactics. When pros and cons balance out, asking that simple question keeps marketing focused, responsible and results-driven. Marketing is all about making the right investment. – Suneeta Motala, Stewards Investment Capital
8. Communicating To Connect
The human desire for feeling connected to and understood by others never changes. We need to continue to communicate with authenticity, credibility and purpose. Following this approach, I have been able to connect with audiences on a more impactful level that is built on trust, not trends. – Jennifer Best, AmICredible
9. Being Loud And Proud
There is almost always an opportunity to be louder and prouder in everything you do. Whether that means better orchestrating channels to further amplify your message, or (one of my favorites) stripping back the complexity of campaigns to go all-in with one big idea, get rid of the small stuff in favor of big, bold ideas that truly move the market. – Scott Morris, Sprout Social
10. Prioritizing Authenticity
Authenticity has always guided my marketing approach. While channels and trends evolve, people respond to messaging that feels real, human and aligned with their values. Staying true to the brand’s voice and purpose builds trust, fosters connection and creates long-term impact beyond fleeting trends. – Kurt Allen, Notre Dame de Namur University
11. Leading With Transparency
Transparency isn’t always easy in the corporate world—but it’s nonnegotiable. When you lead with openness, you don’t just build trust; you cultivate followers, win customers and keep employees engaged for the long haul. – Marisa Salcines, cielo nuevo communications
12. Putting People First
Putting people first may sound simple, but it’s often overlooked. Whether you’re marketing to consumers or businesses, you’re speaking to people. Their needs, preferences and behaviors must guide strategy, not follow it. Especially in healthcare, a person-centered approach is key. People need to see themselves in your brand or solutions for messages to resonate and drive meaningful action. – Alyssa Kopelman, Otsuka Precision Health
13. Using Empathy To Resonate
Empathy has consistently guided my marketing approach. Regardless of trends or platforms, truly understanding and connecting with your audience’s emotions, needs and experiences is what makes campaigns resonate. It’s the key to building trust, relevance and lasting impact in an ever-changing landscape. – Maria Alonso, Fortune 206
14. Staying Curious
Curiosity keeps me grounded in what truly matters to people, beyond trends or channels. It helps me listen better, test with intention and build marketing that connects. – Barbara Puszkiewicz-Cimino, SUMMIT One Vanderbilt
15. Maintaining Quality And Ethical Standards
Maintain ethical standards without yielding to the interests of populism and anything else that reigns over marketing. Preserve excellence in communication, even when you are asked to settle for mediocrity and lower your standards. Uphold integrity with credibility and progress. Reject questionable practices and products, and resist modern marketing, which has a short lifespan. – Katja Fašink, Key7
16. Making Messaging Clear Instead Of Just Clever
Prioritize clarity over cleverness. Regardless of the trend or tactic, I’ve found that cutting through the noise with a clear, meaningful message always wins. If your audience doesn’t instantly understand what you’re offering and why it matters to them, they won’t stick around. – Katie Jewett, UPRAISE Marketing + Public Relations
17. Being Ready To Continuously Adapt And Unlearn
One principle that has always guided my marketing approach is the ability to adapt fast and unlearn constantly. In dynamic and resource-limited markets like Latin America, moving quickly, testing boldly and dropping outdated assumptions fuels real innovation and growth. – Jose Guzman, Tigo
18. Leading With Your Product’s Benefits
Know the benefits your product offers and how you can best educate your customers about it. The trends will support your campaigns on brand awareness and positioning. Changing trends are the norm, but remember: Consumers buy benefits, while brands sell products. – Namita Tiwari, Namita Tiwari
19. Gaining Insights Through Direct Conversations
A long time ago, someone shared with me the acronym NIHITO, which stands for “Nothing Important Happens In The Office.” The idea was to get out and speak to potential buyers directly. It also means to speak to the ones who chose not to do business with you. In both instances, you have an opportunity to gain insights that will help evolve your marketing strategy. – Antonio Sanchez, Quantum Xchange
20. Empowering Employees
People trust people. Trends come and go, but authenticity doesn’t. That’s why I’ve always backed employees. They don’t just represent your brand—they are your brand. Empower them, trust them and you’ll never have to fake authenticity. – Bradley Keenan, DSMN8
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