Traditions; the enemy of progress. Businesses across the country love to claim market superiority with a slew of buzz words like innovative, progressive, and total solutions provider. They hire ad agencies of all sizes who have established institutional marketing strategies and traditional messages. You'll often hear from them "messaging this" and "messaging that", "we'll conduct a series of focus groups to refine your brand messaging".

Ironically one of the first budgets that companies cut when times get tough is their marketing budget. The very aspect of business who's sole purpose is to make more sales and boost the bottom line, gets cut. I can't really blame businesses leaders though when so much of what they hear is "this look... that look... artistically speaking...". It sounds like a bunch of fluff. And it is.