What Never Changes in Marketing (and Why You Should Master It)

One day I was watching a lecture by Ricardo Poli, and he presented a marketing truth so simple yet powerful that it stuck with me. Using Spotify as a perfect example, he drew a fascinating connection between music and marketing.

Think about how we’ve listened to music over the decades. Long ago, if you wanted to hear music, you had to go to where it was played—whether that was a pub, a street corner, or a concert hall. The listening experience was tied to a place and time. Fast forward to today, and music is everywhere. We stream songs on our phones, in the car, while jogging, cooking, or even just relaxing at home. The platforms and the way we consume music have transformed dramatically. But here’s the catch—what hasn’t changed is the desire itself. People have always, and will always, want to listen to music.

This mirrors marketing perfectly. The tools, platforms, technologies, and channels constantly evolve—social networks rise and fall, ad formats shift, algorithms change, and audiences fragment. But the underlying reasons people engage with marketing don’t change: they want to be entertained, educated, inspired, or emotionally connected.

Why This Matters for Marketers

When we get caught up chasing the latest trends or gadgets, it's easy to lose sight of the why behind marketing. Understanding what never changes helps ground your strategy in reality. No matter how much “innovation” is thrown at us, we’re fundamentally trying to satisfy timeless human desires.

More Examples That Don’t Change

• Storytelling: Since the dawn of humanity, stories have been how we make sense of the world. Marketing that tells a compelling story connects deeply, no matter the medium. Consider Nike: the storytelling around perseverance and achievement transcends generations and tech platforms.
• Trust and Authenticity: People have always wanted to trust where they put their attention and money. Brands that build authenticity have lasting relationships. Think about how Patagonia’s environmental activism resonates—this is more than marketing; it’s a mission that aligns with core consumer values.
• Emotion Over Features: Features change, but emotion rules. Apple’s marketing focuses as much on the feeling of being part of a creative community as on technical specs. This emotional appeal never goes out of style.

How to Apply This in Your Marketing Strategy

Focus on Human Needs

Start by identifying the core desire your product or service satisfies—is it convenience, status, safety, or belonging? Build your messaging around these, not just product features.

Use Stories to Connect

Replace pure promotions with stories that show your audience how you understand their world. Use real customer testimonials, founder stories, or even day-in-the-life content.

Build Trust Through Transparency

Show the human side of your brand. Share behind-the-scenes looks, admit mistakes, support causes your audience cares about.

Keep Testing Channels, Not Core Messages

It’s okay to experiment on Instagram, TikTok, newsletters, or podcasts. But test messaging based on core emotions and values first—these don’t change.

Consistency is Key

Over time, consistent messaging makes your brand memorable and reliable. Evolutions in style and medium are inevitable, but your core message should echo what has always mattered.

Your Turn,

Next time you plan a campaign or a piece of content, pause and ask: what is the timeless human desire I’m serving? It’s easy to get dazzled by shiny new tools, but your real power lies in understanding what people fundamentally want—and delivering it in a way that feels real.

Mastering the constant in a shifting marketing landscape makes you not just a marketer chasing trends, but a strategist shaping meaningful connections that last.