This is not a “How-To” post but more of a manifesto. There is a worldwide need to overshadow the competition, excel in every contest, and retain top-of-mind status for as long as possible. But in the battle to become a top brand, we sometimes follow the herds of corporate brands stampeding to implement the latest trends, to use the latest technological advancements, and to drown in research and data.
If you ever find yourself doom-scrolling yourself to sleep, you might have come across some of those nifty hack videos in which a person performs an action that provides a simple solution to an undetected problem. Like the one about rubbing soap on your glasses and buffing them with a cloth to prevent them from becoming foggy, or adding a teaspoon of baking soda to the water when boiling the eggs to peel them faster. Those quick “A-ha!” moments are becoming lost in a sea of restrictions, community guidelines, data, and generative AI.
Wouldn’t it be a beautiful experience if the marketing industry could hone that feeling and embed it into every campaign, ad, post, and other brand communication output?
I have never been one to stand against progress, nor am I an individual who statues in the past. If anything, I grow more aware every day. It is this notion and perspective that allows me to vividly notice an inflection point where I need to stop and carve a reminder in the bark of the internet. We have Yin-Yanned our automation and human nature so much that true creativity has spun out of the cycle. We see this in movies, music, and many creative art forms. There is simply no room for originality or risk anymore in corporate marketing.
The fruit of a beautiful idea, juiced to the point of fading away as disinterested mobs of people redirect attention to the next set of bells and whistles.
With all the technological advancements, experience, and data we’ve amassed over centuries of mankind’s history, with all the knowledge available, are we running low on our ability to produce original creative content that truly breaks paradigms and sets a “Before and after” within industries? I think not, and I’ll tell you why.
While the innovation ivy hasn’t climbed its way to the top of the movie and musical industries, it is certainly spreading its roots in the fields of strategic branding, design thinking, and guerrilla marketing. We are now able to reach advertising, branding, and marketing goals in a fraction of the time it took 20 years ago, though not necessarily at a lower cost. It does mean, that the outcomes are becoming more predictable. The launches are calculated to the tee, and creative content is curated and nourished before being sent off.
What comes next is entirely up to you, the reader.
This point in time will serve as a milestone for others to revisit in five, fifteen, or even a hundred years from now. As more creators emerge every day with the help of AI, a desperate need to stand out looms over every new production. How we differentiate ourselves, is the geode that we must learn how to find.
A good strategist never stops asking questions. The right questions will find out what’s making your engine stop.
Humans have been drawing gasps and admiration from others from the beginning of time. Each era is a statement of innovation and excitement to witness what comes next. Though we may find it alleviating to delegate everything to machines, never forget that we must remain at the center of progress. Maybe our future will not allow us to be the brains of the machine, but we indisputably must strive to be its heart.
When searching for the right message for your next campaign, or trying to find a solution to a much larger problem, remember the feeling you get when watching a life-hack video. You may find yourself thinking “Why didn’t I think of that?” but never got around to asking the real questions that would provide solutions to many other things. This is what’s been reported missing in corporate marketing for many years now. Those simple yet elegant pieces make you stop and admire an enlightening thought. Though you can’t cater to everyone’s tastes, you definitely can solve loads of their basic problems.
I encourage you to find the beauty of extracting simple solutions from the depths of impediments. Implement those simple solutions to your brand promise. Help your customers reach that “A-ha!” moment when you make their lives easier.
Strategic planning is the pre-requisite of all great campaigns. We have been amassing large amounts of knowledge and experience over the years and are now still managing to learn and grow each passing day. Shouldn’t your brand have a right to plan its growth?
If you’re ready to make a noticeable change to quench your thirst for success, start working with us. Send us an email to contact@profilemedia.co or schedule a discovery call to find out how you can Bring Back Brilliant Business Branding.
TL;DR : We can help you plan your branding and marketing strategy through a sophisticated and empathic process.
