During this time of universal financial unrest brands are desperately seeking to make every dollar accountable and ensure that they see the maximum ROI for every marketing dollar spent. A side effect of this is that many businesses shy away from trying new things and move towards activity that they deem ‘safe’, due to past success. Of course the flip side of this coin is that doing the same thing over and over again dissolves its effectiveness as people get more accustomed to it and what was once a beaming sum becomes just another star in the sky, indistinguishable from the millions of others.
So while this is a time to be frugal with spending and sensible with investment it is also the time to be brave, challenge our previous thinking and basically make some fucking noise in order to cut through the clutter and stand out for the rock stars we (and our brands) are. No one has ever achieved true greatness without risk, so next time you have a campaign you’re planning ask the usual questions, but challenge the usual answers. Don’t accept your first solution to your communications problem, introduce new thinkers, get second, third, fourth opinions from people within other area’s of your organisation.
It only takes a single moment of greatness to elevate a brand from acceptable to phenomenal, but are you willing to stand up and make the noise required?
