There is something we can all learn from this
All marketers assess their marketing messages from their brand's point of view. Which was great way up until the 80s through to the 90s. But now...not so much.
Now, it's time to fuse your brand's marketing message with the needs of your consumers. Ask what do your consumers want from your brand, not only in the messaging, but in the marketing itself. Can you shift budget from a print ad, to make something more contextual? Can you use the budget you were going to spend on a TVC to distribute relevant content in the right context to really deliver what a potential buyer will appreciate?
So stop this silly marketing mix that we keep seeing. Not only do we as marketers not respond to it from other brands, our consumers are much more apathetic to the same noise.