What It Takes For Your Brand To Stand Out Today
I saw an ad that I couldn’t get out of my mind. It was strikingly human and powerfully moving. Take a look and see if you agree:
As a consumer and B2B marketing professional, I found myself reflecting on why this ad in particular struck a chord.
Making the connection
These days, we are unfortunately lonelier than ever. In fact, a recent Meta-Gallup survey found that 1 in 4 adults report feeling lonely on a regular basis. The modern world is fast-moving, and many of us are trying to hang on and lead a good life in the midst of it all. A life that’s connected. A life of purpose.
Another factor in my reaction to the ad that day was the setting I was in while viewing it. I wasn’t sitting alone at my desk as usual. I was attending a beautiful retreat in Knoxville, Tennessee called the Uprising alongside 30 other marketing leaders. The ad was played by our host, marketing futurist and best-selling author, Mark Schaefer.
Dull isn’t an option
The ad was part of Mark Schaefer's newest presentation on the topic of his upcoming book, ‘Audacious.’ According to a recent study by Amazon Web Services, 57% of content on the web may be AI generated. Mark's point? If you’re going to insert a message into today’s vast abyss of noisy AI-generated content, it is going to have to be bold. It’s going to have to be memorable.
Nicholas Watson, Research Director at Ipsos Brand Health Tracking agrees. He believes that today, brands must prioritize campaigns that leave a lasting impression in audiences' memories over simply chasing views. Watson says, "Ads must get consumers’ attention, spark a connection, and shape their brand expectations. But above all, they must make a lasting impression." And boy, the ad we watched certainly did the job.
The beats of Mark’s presentation were provocative, and I couldn't help but ask myself: How will I take more risks and communicate in ways that connect with buyers on a deeper level?
Safe is not sound
Before the Uprising retreat, my process for developing an effective campaign went something like this: dig into insights, listen to customers, craft a resonant message, and define ideal channels. While these steps are vital, I realize now that they're incomplete. The fact is, you can just as easily craft a dull campaign with these steps as you can a memorable one.
Mark’s presentation that day challenged each of us to be unafraid - to create bold messages and experiences, ones that evoke strong emotions like excitement, awe, or even outrage. According to Mark, marketers can be more audacious when they are willing to disrupt the story, the medium, or the storyteller. Doing something unexpected means people are more likely to remember and talk about your brand.
Grit and guts
It is clear that doing something bold begins with courage. In fact, the 30 marketers attending the retreat witnessed the courage to be bold, not just in the presentations, but also in the speakers who presented.
A great example of this was early YouTube influencer, Amanda Russell.
Amanda told her story of being a twenty-something outsider from Canada trying to make it in New York City. As a former college athlete with few prospects and little corporate experience, Amanda desperately needed to land a job to keep her work visa and remain in the U.S. She decided to mail her used running shoes to prospective employers as a way to highlight her achievements and the championship attitude she would bring to their companies. Amanda eventually landed a job, but she didn’t stop there. She then chose to spend her off hours creating content and becoming a YouTube fitness sensation. This led to her founding and selling a first-of-its-kind influencer marketing agency. Today, Amanda teaches social media influence at the Kellogg School of Management.
Amanda Russell’s moves were bold and inspiring. But, there was one more element that come through her presentation. Amanda implored us to build an audience, not a product first. Amanda believes that before you can sell anything, you must first understand and have the trust of your audience. So, beyond courage, it was clear that we must also be ready to do the hard, slow, creative work of building and serving an audience.
The way forward
If you’re like me, you too want to do the best creative work of your life. Work that stands out and connects. What will it take for our brands to stand out? For certain, we must continue to do the research and embrace the creative process. But let's also not forget to summon the courage to take risks, reveal our true selves, and open up to producing things for our audiences that are truly audacious. Truly human. And maybe even a little crazy.
Are you in?
