Marketing is much more than a menu to be picked from, it is an evolution of characteristics specific to a purpose a place and a competitive environment.

Some is visible above ground, most is invisible, underground, the roots of the ecosystem, but the needs are similar, if growth and health are to be maintained.

As in nature, marketing in a market tends to be similar, FMCG marketers pick from similar menus of options that are a function of the forces driving the marketplace, but those menus are subtly different from those that are in other markets.

Again, as in nature, a step change really only occurs when there is a cross pollination across boundaries, when a smart marketer disobeys the “rules” of his market, and adopts a different approach, sometimes with insights from others. That is when the really interesting stuff happens.