Once upon a time...in a world called 'Marketing'

Once upon a time… Marketing was ruled by the 4Ps and the singular belief that “Customer is King.” But as with all things in the 21st century, digital changed the game—and with it, marketing.

The customer is not just king, but queen, critic, creator, community and co-conspirator. The 4Ps have multiplied—now joined by Purpose, Participation, Personalisation, and Proof.

In a world ruled by content and data, who is helping you make sound, cost-effective decisions to grow your brand meaningfully? Who is telling you which old beliefs need unlearning, and which new paths are worth exploring? Who is showing you how to root your brand in values that create people-centric businesses—regardless of size or industry? When everyone claims to be a marketer, strategist or brand expert—what matters is clarity, not noise.

Marketing today is perhaps the most fragmented function in any business. You can no longer rely on one trending channel or one star campaign. If your growth depends entirely on influencers, how strong is your brand story without them? Strip away the filters, frills and features—what remains of your relationship with your customers? This isn’t to dismiss new-age tactics, but to ask—are they serving the bigger picture or simply short-term milestones?

It’s time to think holistically. To move beyond templates and silos. To treat marketing not as a spend, but a strategic investment that deserves intent, imagination and insight. What brands need today is not just visibility—but believability. Not just content—but a content ecosystem that aligns internal culture, business goals, and customer aspirations. The role of content marketing, in this context, is not to merely sell—but to build trust, shape narrative memory, and signal relevance consistently across time, formats, and contexts. It is the thread that weaves product, purpose, people and possibility into one cohesive story—so the brand feels human, useful and ready for what’s next.

So what defines creative marketing in this century? A few things, I believe:

• It listens before it speaks.

• It leads with empathy, not ego.

• It brings brand, business and behaviour change into the same conversation.

• And it builds value that lasts, not just fleeting impressions.

Because the true creative responsibility of content marketing today is: to give brands a living, breathing soul—so they can be felt, not just seen; trusted, not just noticed.