Because businesses fail to think things through the longer-term, they often expect marketing to fix fundamental things. Marketing is often comes last in the process, after manufacturing has already begun, service workers hired, and stock piled up ready to go...

Marketing, like design, also asks fundamental questions; questions that many businesses never seem to (want to) seriously consider at earlier stages. Questions like: Who is the product for? What is its unique value proposition? How will it make customers feel? Why would they choose this product over others?

If your business has fundamental flaws in its ability to operate, stand out, and deliver value to customers; you need real solutions. Solutions that are integrated throughout the concept, development, production and service process. Not more reactive or booty-call marketing.

In some instances, booty-call marketing can be useful in buying time to make the necessary fundamental corrections. But it cannot be a long-term fix as that would be hard to pull off without sounding inauthentic and fake. Booty-call marketing is unavoidably shallow, and can incur a real cost to your brand integrity and reliability.