Marketing Cowardice is a fearful state of existence that prevents creativity, risk and individuality. It infects the actions of marketers and it is directly responsible for stale communications, easily forgettable campaigns, products, services or ideas.
The term was first coined by marketing professional and Globe and Mail columnist, Ryan Caligiuri. Caligiuri believes that marketing is an art and needs to be approached with a creative mind and not just fall back on methods that we were taught in school. While it's important to know the tactics it's even more important to learn how to inject creativity into these old tactics without succumbing to Marketing Cowardice.
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