When was the last time you spoke with your consumers? Not the ones you watched behind the glass, but actual people in the marketplace shopping, buying and experiencing your brand? If you can't remember, I recommend Tumi luggage.

Marketing is the voice of the customer inside the organization. It is not enough for you to rely on data points to describe the people who make your brand possible. People have emotions, needs and values. They live a life in which your brand is likely a tiny component of their existence. Understanding your place in their life and (hopefully) how you make it better, is essential. 

If you find yourself describing your consumers as women 25-45 with two children, an income of $60,000, living in B counties who own a home, you may need a tune up. 

If the idea of getting deeper into what drives her as a person sounds inefficient and immeasurable, you may be in the wrong job. 

If you think that this person looks like a million other people or, worse, if you think of the brand in terms of what you want, start writing that transfer notice. 

If you know the first names of a group of your consumers, talk to them on a regular basis and can share insights into their lives that are relevant to them and your business, then rock on!