The OG of marketing

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In an age of AI, growth hacks and endless “hacks,” it’s easy to forget that marketing had a working system long before algorithms and large language models appeared.

That’s why I’ve been following the work of Mark Schaefer, one of the world’s most respected marketing thinkers.

In a recent episode of his podcast The Marketing Companion with Andy Crestodina, he revisits what he calls the “OG fundamentals” of marketing – timeless ideas that still drive results, even as tools and platforms change.

Importantly, the most effective marketing strategies remain fundamentally human.

We’ve become obsessed with feeds, formats, formulas, SEO, engagement rates and algorithm changes – and sometimes forget the basic question:

“Can this message actually persuade a human being to think, feel, or do something?”

Schaefer reminds us that classic marketing was built on psychology, not platforms.

The old masters of copywriting and advertising spent their time: anticipating objections, using behavioral cues and cognitive biases, crafting messages that moved people emotionally.

Today, many marketers chase traffic but neglect persuasion.

We optimize for clicks, not conviction.

And if your copy doesn’t answer:

“Why should I care?”

“Why should I believe you?”

“Why should I act now?”

Then no AI tool will save your campaign.

We now optimize for everything – Google, social media, conversion, open rates – but as Schaefer points out:

“The soul of marketing is still your brand.”

Tactics change weekly. Algorithms change overnight.

But what people remember when your ad disappears is: how your brand makes them feel, what you consistently stand for, and whether you’re distinct – or just another “me too” player.

The world’s strongest brands don’t win because they mastered one channel.

They win because their name carries meaning, memory, and emotion for customers.

So yes, sharpen your SEO and performance marketing, but ask yourself honestly:

“Is my brand working as hard as my media spend?”

Community and live events are still a superpower, which is why Schaefer and Crestodina keep circling back to one truth: business is personal.

Many of the most valuable relationships they’ve built came not from a link or a like, but from: conferences, dinners, hallway conversations and shared experiences offline.

Live events are powerful. When you gather customers, partners, and peers in a room, you’re not just “doing marketing.” You’re building trust, memory and belonging.

For brands, this is a major opportunity: Host your own forums, roundtables, or client summits. Show up where your market gathers. Treat events not as costs but as community infrastructure.

Modern marketers often act like over-caffeinated jugglers – TikTok, Reels, YouTube, email, LinkedIn, podcasts, webinars, events. We keep adding channels and rarely pause to ask:

“Is this still working?”

Schaefer and Crestodina argue that the best marketers stop, prune, and double down.

Audit where their time and budget actually produce results.

Kill or pause underperforming channels and go deeper on what truly moves the needle.

You don’t have to be everywhere, trying to be everywhere, almost guarantees you won’t be great anywhere.

A useful question for any team is:

“What do we need to put to bed this year so we can upgrade our best work?”

Consider the power of beauty and design. The human brain is wired to respond to beauty and aesthetics as cues of quality and credibility. From an evolutionary and psychological standpoint. Clean, attractive, well-designed visuals are processed as signals of reliability and competence, while ugly, cluttered, or sloppy design undermines trust, even if the product is good.

This is true whether you’re selling a luxury brand, SaaS platform, consulting service, or new book. Your visual presentation is not cosmetic; it’s strategic.

Good design says:

“We care. We’re serious. You’re safe with us.”

In noisy markets, design is both a differentiator and a persuader.

When you zoom out from Schaefer’s “OG fundamentals,” a pattern emerges:

Persuasion

Brand

Human connection

Tangible, thoughtful experiences

Disciplined focus

Credible, attractive design

These are not relics from an analog era. They’re the bedrock of effective marketing, even in an AI-driven, algorithm-ruled landscape.

Tools will keep changing. Platforms will rise and fall.

But if you understand people, respect attention, build real relationships, and stand for something clear and distinct, then your marketing will age better than the latest trend.

Mark Schaefer is coming to Manila

Mark Schaefer is one of the most highly respected marketing experts in the world today – a sought-after speaker, consultant, and author whose ideas on branding, community, and the human side of marketing have shaped how global companies think and act.

Mark Schaefer will be my featured speaker at SPEAKERSCON 2026 on Feb. 11, 2026, to be held at Spaces, One Ayala, Makati.

If you’re a business leader, marketer, entrepreneur, or professional who wants to cut through the noise and rediscover what really works in marketing – beyond buzzwords and beyond hype – mark the date.

AI will keep evolving.

But as Schaefer reminds us, the smartest marketers are the ones who pair new tools with old wisdom.

See you at the event.

* * *

Join Francis Kong and Mark Schaefer together with other prominent speakers at SpeakersCon 2026, a one-day experience designed for leaders, educators, executives, and professionals who want to communicate with clarity, credibility, and purpose. Happening on Feb. 11, 2026, at SPACE, One Ayala Makati. Gain practical insights on leadership, influence, and authentic communication in today’s evolving landscape. For inquiries, email us at [email protected] or send us a direct message at facebook.com/SpeakersCon. Visit www.speakerscon.ph for details.