The Mad Men Marketing Era is over
When I first stepped into product management and marketing in 2015, my skill set didn’t check the usual boxes. I was a generalist, self-taught, without the pedigree of “classically trained” marketers who climbed the corporate ladder at big-name brands. My three years at Target had me wearing every hat — from assortment strategy to pricing, promotion, distribution, and even creative work with marketing and design. Moving from retail to consumer packaged goods (CPG) felt like a natural progression.
But what did I get when I tried to do just that?
Rejections.
Companies were only interested in hiring “classically trained” marketers.
What does that mean, exactly?
A “classically trained” marketer honed their skills in the era of big brands like P&G, Nike, and Kraft — an era that held relatively steady for the most part since the dawn of the Mad Men era. It was defined by polished, rule-bound playbooks to build brand equity and drive mass messaging. The goal was to cement brand identity through structured, predictable formulas. And marketing has more or less followed this blueprint for decades, when brand recognition, market share, and shelf space were the gold standards.
2024 ushers in a new marketing era
Today, we’re in the age of DGAF brands — where authenticity has dethroned the polished, corporate persona. Content isn’t restricted to brands; it’s driven by customers, influencers, and even random people on TikTok with something to say. The strategies that once made brands succeed are essentially relics of a bygone era.
Today’s market demands an approach that goes beyond competing for shelf space or mind share. Brands need a unique voice and approach to reach their target consumer— bold and distinct enough to cut through a tsunami of content. This isn’t about following trends; it’s about creating spaces that brands can singularly occupy. This requires uniting leadership, marketing, and product around a vision that dares to stand out. And I believe that the non-traditional marketers are the ones most prepared to lead this shift. Because they bring fresh, unbound perspectives that aren’t trapped by the old playbook.
From data-driven to deeply human
Modern brands must go beyond data-driven analytics to make meaningful, lasting connections. Today, it’s about real authenticity — fostering relationships that resonate. No more slick campaigns alone to sway consumers. Today’s audience craves relatability, genuine storytelling, and brands that make them feel seen. In this era, creativity isn’t just a branding tool; it’s the backbone of any brand that wants to cut through the noise and form real connections with their user base.
The era of the the non-traditional marketer is here
I’ll say it: the world of branding has flipped. The familiar playbooks? Tossed aside.
We’re moving into a new era, one that doesn’t depend on yesterday’s formulas but demands something real.
To succeed as a brand today, the only way forward is to be customer-led. Brands now have to be agile, human-centered, and attuned to where their customers are—physically and emotionally. A one-size-fits-all strategy will no longer work; it’s about showing up where your people are, in the ways that matter to them.
And here’s what excites me most about this change: the true innovators of the next decade won’t be traditionalists. They’ll be generalists, unconventional thinkers, rebels at heart — those who ask why not? instead of why? This new wave of marketers is adaptable, curious, and unafraid to rewrite the rules entirely.
They’re the rule-benders with a DGAF attitude who put customers at the heart of every decision. For them, competitive advantage doesn’t come from doing what’s safe— it’s in the freedom to experiment, to blend empathy with strategy, and to meet customers exactly where they are.
