IDEA 13 IDEA Few things infuriate me more than myths perpetuated despite evidence to the contrary. A great example that came up recently is that immunising children causes autism. Another is that climate change is a conspiracy. However, it is not just health and science that are plagued by myths. Branding, marketing and communication are […]

IDEA 13 IDEA Few things infuriate me more than myths perpetuated despite evidence to the contrary. A great example that came up recently is that immunising children causes autism. Another is that climate change is a conspiracy. However, it is not just health and science that are plagued by myths. Branding, marketing and communication are also impacted. While not life-threatening, these myths inhibit the performance of businesses and individuals and limit the contributions that both can make to their communities. I could write a book about myths in marketing. I expect someone already has. In this paper, I will address 20 common myths that have limited the performance of individuals and businesses I have come into contact with over recent years. I will address these myths under four headings: Market Marketing Strategy Business MARKET MYTHS There are many myths about the markets or audiences to which we market our products.…