In marketing, you get a choice:
1. You can have the biggest budget in your category (and simply out-spend your competition)
2. You can become the most fascinating option in your category (and succeed even on a limited budget)
You can out-spend the competition, or out-think them. Either works.
Here’s what doesn’t work: Having a limited budget and expecting that mediocre ideas will make a substantive difference.
(Sorry. They won’t. If you have a limited budget but are unwilling to create fascinating ideas, I recommend slashing your marketing budget and finding a more effective use of your money.)