Welcome to Echoes of 22, our interview series where we bring forward the perspectives of our team to spark meaningful conversations about branding, marketing, and growth.

In this first edition, guided by the experience and insights of our President, Marc Hernandez, we reflect on how the marketing industry has evolved since the early days of 22Brands and where it stands today. 

The Beginning: From Necessity to Purpose 

Every strong brand has a clear origin. Ours began with a moment of change. In 2011, the company where Marc Hernandez was working suddenly shut down, leaving him at a crossroads.

“When that door closed, I had two choices… look for the next job, or create something new. I saw how powerful marketing could be in attracting new customers, and I wanted to help smaller companies understand it without the complexity.” – Marc Hernandez

What started as a necessity quickly revealed itself as a deeper purpose. Marc didn’t just want to build a new agency. He wanted to help business owners find clarity in a confusing, fast-changing world. 

2011: The Pre-Digital Challenge

To understand where marketing is today, we must first establish where it was then. In 2011, social media was still a major question mark. Facebook was gaining traction, but businesses questioned whether online engagement would translate into real sales. TV and radio advertising still consumed the majority of budgets. The iPhone had begun to fundamentally reshape daily life, and people were learning to search for services instead of flipping through the Yellow Pages.

For small and midsize businesses, the barrier to entry was high. Many believed websites and branding belonged only to large corporations, and critically, Return on Ad Spend was nearly impossible to measure. This uncertainty created an opening for partners willing to guide, educate, and simplify.

“Business Listings were moving from the Yellow Pages to the online world, and companies needed experts to help them navigate. Most small business owners didn’t know how to track results, so marketing felt like a gamble.” – Marc Hernandez

The End of the Guesswork Era

In the early years, marketers seemed to bevalued for creativity above all. A catchy slogan or a bold billboard defined impact. As digital tools matured, however, the curiousity expanded.

“In 2011, marketers were idea generators. Today, creativity is still essential, but it is no longer sufficient. Marketing is now tightly integrated with business and sales. Full-stack marketing is the expectation. You must connect your discipline directly back to growth.” – Marc Hernandez

The industry has moved from a focus on clever campaigns to a complex ecosystem where data, analytics, design, and strategy intersect. It’s essential to note that success is not measured by superficial engagement, but rather by real, trackable growth.

One of the most defining transformations has been in how results are measured. We bring clarity to complexity by helping businesses transition from hoping something works to proving it does.

“Back then, brands were spending money and hoping it would create revenue. Today, analytics are sophisticated enough to cut through the noise and show what’s really working. If you’re not tracking, clients don’t think you’re a good marketer.” – Marc Hernandez

The Client Evolution: Pressure vs. Focus

Client awareness has grown, but so has the pressure to perform. Brands feel they need to be everywhere, all at once. The temptation to chase quick visibility is strong: go viral, rack up followers, and mimic the success of influencers.

“Every kid thinks they’re going to be the best YouTuber or TikToker online. Every brand believes they have to be everywhere as well. But the illusion of fame doesn’t put money in the bank.” – Marc Hernandez

The role of a marketing partner is not mere execution, but strategic guidance. Our job is to prevent clients from chasing every trend and remind them that real, sustainable growth originates from a purpose. 

The Rise of AI: Opportunity and Responsibility

We now stand at the edge of another significant transformation: the widespread adoption of Artificial Intelligence. You can’t deny it’s becoming something that affects our lives, inside and outside work environments. 

AI has the capacity to accelerate our work, but the core of the discipline, the human touch, remains irreplaceable.

“AI, if not used well, can become a pitfall for human connection. Our responsibility is to connect brand voices and language in ways that bring real value to audiences,” says Marc Hernandez.

So, what will ultimately define success in this changing landscape? It won’t be complex algorithms or the next wave of fleeting platforms. It will be defined by experience. This is the most exciting frontier for us: designing meaningful experiences that genuinely reflect what brands stand for. 

“Client experience rooted in culture and core values makes the best brands. When customers become fans thanks to the experience, it’s the best. AI can’t replace that,” he concludes.

Where We Choose To Stand

Fourteen years of change have taught us that marketing will never stand still. Platforms will rise and fall, algorithms will evolve, and technology will continue to advance.

Yet, a few truths remain constant:

• People always seek clarity.
• Connection is more valuable than visibility.
• Experience is what ultimately turns customers into ambassadors.

At 22Brands, this is where we choose to stand. We focus on building partnerships rather than chasing trends. We pursue sustainable growth rather than fleeting fame. And we use our tools with purpose.

Because at the end of the day, marketing is both an art and a science of the discipline of people.