I stumbled across this observation from a product marketer named James Christopher: “When everyone speaks the language of authenticity, no one sounds authentic anymore… “We’ve created a world where the only truly authentic thing is our collective exhaustion with fake authenticity.” Against the backdrop of so many brands pushing “authenticity” as a messaging priority, it’s

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

24.06.2025

Creativity and Effectiveness cartoon - Marketoonist | Tom Fishburne

I stumbled across this line from advertising professor Tyler Dolph: “Creative without strategy is called ‘art’ — creative with strategy is called ‘advertising.’” The annual Cannes Lions International Festival of Creativity, which ended a few days ago, always reminds me of the tension of creativity and effectiveness. Last year was the first time I attended

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

01.07.2025

AI Hallucinations and Reliability cartoon - Marketoonist | Tom Fishburne

The NYT published a fascinating article last month on the conundrum of AI accuracy and reliability. They found that even as AI models were getting more powerful, they generated more errors, not fewer. In OpenAI’s own tests, their newest models hallucinated at higher rates than their previous models. One of their benchmarks is called a

Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing

08.07.2025

B2B Marketing and the 95:5 Rule cartoon - Marketoonist | Tom Fishburne

In 2021, Professor John Dawes of the Ehrenberg-Bass Institute introduced the 95:5 Rule, a simple but powerful concept that challenged conventional thinking in B2B marketing. In his research, John showed that up to 95% of buyers are not in the market in any one time (and perhaps won’t be for months or years). As he

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Manufacturing Authenticity cartoon - Marketoonist | Tom Fishburne

Creativity and Effectiveness cartoon - Marketoonist | Tom Fishburne

AI Hallucinations and Reliability cartoon - Marketoonist | Tom Fishburne

B2B Marketing and the 95:5 Rule cartoon - Marketoonist | Tom Fishburne

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Marketoonist | 'Tom Fishburne' Cartoon Powered Marketing