“I love rules and I love following them, unless that rule is stupid.” ― Anna Kendrick, “Scrappy Little Nobody”
Believe it or not, people tend to favor rules. While some rules are completely necessary for safety and security (think: traffic laws) we, as humans, tend to gravitate toward direction.
Religion provides a structure with rules to follow. Fad diets dictate what you can and cannot eat and what supplements you need. Sports training plans prescribe interval and tempo workouts, “build” weeks and “off” days.
There’s nothing wrong with that. But do the same practices always apply to everyone all the time? I don’t think so. If I go for a two-mile run, my knees will creak for a week—that’s stupid. But my friends can follow a training plan of running several times a week and feel great—lucky them. A smart athlete will listen to his or her body!
There are always exceptions to the rules, especially when it comes to your company. You need to decide what is best—and what works—for your professional situation regarding digital and traditional marketing media, advertising, and story-telling.
Your business is an original masterpiece, and your outreach, budget, audience, marketing strategy, and message are unique components. Listen to your business. Don't follow stupid rules.