{"id":7941,"date":"2026-09-04T07:24:19","date_gmt":"2026-09-04T07:24:19","guid":{"rendered":"https:\/\/zjdu.com\/editors-notebook-marketing-strategy-shouldnt-look-like-back-to-school-shopping\/"},"modified":"2026-09-04T07:24:19","modified_gmt":"2026-09-04T07:24:19","slug":"editors-notebook-marketing-strategy-shouldnt-look-like-back-to-school-shopping","status":"publish","type":"post","link":"https:\/\/zjdu.com\/zh\/editors-notebook-marketing-strategy-shouldnt-look-like-back-to-school-shopping\/","title":{"rendered":"Editor\u2019s Notebook: Marketing Strategy Shouldn\u2019t Look Like Back-to-School Shopping"},"content":{"rendered":"

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If you\u2019ve been there and done that, you know exactly<\/em> what I\u2019m referring to above. A school supply list that serves as the OG for both scope and budget creep. Scrambling from store to store to get everything because one place is out of glue sticks, the only folders left at another are glittery pink and you chose not to fight Katie \u2013 who clearly has had it with this<\/em> \u2013 for the last multipack of facial tissue. What kind of biohazardous threat does Calvin Coolidge Junior High pose that necessitates a Costco-sized drum of antibacterial wipes, anyway?<\/p>\n

Having done this song and dance for several years now \u2013 referring both to back-to-school and working in digital marketing \u2013 I\u2019ve heard a few echoes of this least wonderful time of the year in how marketing teams tend to approach their brand work<\/a>.<\/p>\n

I\u2019m sympathetic to these situations marketers and parents alike\u00a0find themselves caught in because I\u2019ve been there as both. Let’s look at a few.<\/p>\n

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