Good vs Great Marketing: What Separates the Average from the Exceptional

by | Mar 20, 2023 | Marketing

What distinguishes good marketing from great marketing?

Find out in this blog post, where we explore the key factors that set exceptional marketing campaigns apart from the rest.

Marketing is an essential aspect of any business, and it can make or break a company’s success. While some marketing campaigns are good, others are great. But what sets them apart? In this post, we’ll explore the key factors that distinguish good marketing from great marketing, with a focus on clarity, creativity, and consistency.


Clarity is essential in any marketing campaign, as it helps customers understand the message you’re trying to convey. Good marketing is clear, concise, and easy to understand, with a straightforward call to action. Great marketing, on the other hand, takes clarity to the next level. It not only conveys a message but does so in a way that is compelling and memorable, leaving a lasting impression on the customer.

An example of this is the ALS Ice Bucket Challenge. This was a viral fundraising campaign that took social media by storm in 2014. Participants were challenged to dump a bucket of ice water over their heads and then nominate others to do the same, with the goal of raising awareness and funds for ALS research. The campaign was a huge success, raising over $220 million worldwide. What made it so successful was its clarity – the challenge was simple and easy to understand, and it clearly communicated the message of supporting ALS research.



Creativity is another important factor that sets good marketing apart from great marketing. Good marketing campaigns may be visually appealing, but great marketing campaigns are truly innovative and original. They capture the customer’s attention with a fresh, unique approach that sets them apart from the competition.

An example of this was Dove’s “Real Beauty” campaign was launched in 2004 and aimed to challenge traditional beauty standards and promote body positivity. The campaign featured ads and videos featuring women of all shapes, sizes, and ages, celebrating their unique beauty. What made the campaign so creative was its approach – it went against the norm of using traditional models and instead featured real women, which resonated with many consumers.



Consistency is the final key factor that separates good marketing from great marketing. Good marketing campaigns may have some level of consistency, but great marketing campaigns have a consistent message and visual identity across all channels. From social media to email campaigns to advertising, great marketing campaigns are easily recognizable and leave a lasting impression on the customer.

An exmaple of this is McDonald’s “I’m Lovin’ It” campaign. It was launched in 2003 and has been consistent across all channels ever since. The campaign features a catchy jingle and has been used in TV commercials, billboards, social media, and more. By consistently using the same slogan and message across all channels, McDonald’s has created a strong and recognizable brand identity that resonates with customers around the world.


In conclusion, good marketing is clear, creative, and consistent. Great marketing takes those qualities to the next level, with exceptional clarity, unparalleled creativity, and unwavering consistency.

By focusing on these key factors, businesses can elevate their marketing campaigns from good to great, driving success and growth in the process.

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