Here’s a question for you:

If you stopped marketing today, what would happen to your sales?

For most companies, the answer is: very little.

In consumer electronics, for example, I argue that most manufacturers succeed in spite of their marketing, not because of it. So, if Samsung or Panasonic stopped talking about its televisions today there would be few immediate ramifications. They’d continue to sell tomorrow, next week and next month. This is one of the top indicators of ineffective marketing. 

(Eventually, their favorable position with retailers would degenerate, but that’s a longer-term problem. The answer to my question presents itself within days or weeks of marketing cessation. Months aren’t necessary.)

If you stop saying whatever it is you’re saying, and sales don’t fall, it means that what you’re saying is basically useless.

So, change what you’re saying.

And change were you’re saying it.