Bland to Bold: How to Revive Any Brand in 2025 for Increased Profitability and Impact

3,624 at last count, that was the number of marketing campaigns I've developed and or implemented in may career (and it's been quite a while since I updated my data) and there are a few things that stand out as non-negotiables as we enter the new year.

In 2025, with attention spans shorter than ever and competition fiercer, reviving a brand to stand out requires more than just good marketing—it demands strategic transformation rooted in first principles.

This article dives into the core elements I recommend to transform a brand from bland to bold, achieving both profitability and meaningful impact.

1. The Foundation: First Principles in Marketing and Messaging

To build an impactful brand, return to first principles. Strip away assumptions and focus on what’s fundamentally true about human behavior and decision-making. These core principles guide messaging that resonates deeply and authentically with your audience.

And here's the thing, no matter the social media platform (did someone say "booty shake tiktok videos ??) first principles and core concepts remain the same.

Identify the strategy behind your marketing and message, don't get caught up with the tactics and watch how your brand flourishes in the next 365 days.

Example: First principles like trust, relatability, and perceived value have been at the heart of successful brands for decades: use these timeless truths to shape compelling brand stories.

Real World Example: A client approached me with a team building problem but when we stripped down the internal messaging the issue came down to trust and having a central message to connect with. Within 12 months of working together, the face of the organization shifted, so did motivation and they exceeded their profitability goals.

2. Human Psychology Remains Constant, but Attention Spans Haven’t

While human desires and motivations remain largely unchanged, the way we capture and keep attention has shifted dramatically. In the era of rapid consumption, brands must deliver concise, value-driven messaging.

I believe this creates exciting new opportunities to innovate the way brands connect with audiences, and guess what? Humans are still human.

Show your audience that your brand is human too.

This is where the power of authenticity and vulnerability shine through.

Insight: Lean in to understand cognitive biases and psychological triggers that can make your message not only captivating but unforgettable. And most importantly, keep it human.

Real World Example: In my work as business coach to 6 & 7 figure entrepreneurs I've noticed that it's easy to slip into "look at my achievements" mode, rather than "look at what we can achieve together" mode. The latter always grabs attention because it meets your audience where they are at. Especially since COVID, most of us crave being seen and heard. Imagine if your brand could do that for your audience. I can't tell you the number of clients who've come back to me and said, "I just closed a sale after making my message more relatable.

3. Crafting an Impactful Brand and Message

For a message to be impactful it is important to be seen as the expert solution provider. But we all know that brilliant doctor with cold hands and poor beside manner... remember that experience you'd rather forget?

Well reviving your brand is similar.

You want to develop a brand that isn't only the expert but seen as caring for the unspoken needs of your customers and clients. Which means weaving purpose into your communication.

A strong message should do more than promote—it should create a connection.

Insight: Break down actionable strategies to develop a brand message that aligns profitability with purpose, fostering a genuine bond with your audience.

Real World Example: A few years ago I was called in a FCMO for some major incumbent telecommunication brands. One in particular had an extremely low NPS score and desperately wanted to increase brand affinity and market share. The solution was simple, I worked with them to find a taboo issue that was an unmet need among their core customers. At the end of that campaign they experienced the best Q4 results in 3 years.

Steps to Crafting an Impactful Message:

? Start with the “why” to establish your brand’s deeper mission.

? Use relatable storytelling to make your message memorable.

? Prioritize clarity and value in every piece of communication.

4. Stop Thinking Like a Marketer—Start Thinking Like Your Audience

Thinking like a marketer can sometimes create a disconnect between the brand and its customers. Instead, shift your focus to thinking like your audience. Emphasize understanding their needs, pain points, and desires.

I know this may sound strange but I've worn the shoes of the marketer so disillusioned by the company politics that its been hard to promote the brand that puts food on my table (a truth few will admit). To create award-winning campaigns I had to step back each time and ground my thinking in user-generated experiences.

Key Takeaway:

When you put yourself in your audience’s shoes, you create a brand that feels personal and trustworthy, leading to stronger loyalty and sustainable growth.

Real World Example: As marketing director over 15 markets of a major brand, when Christmas came around, instead of going for the traditional campaign, I worked with my team to develop a novel approach to everyday traditions. That little innovative approach worked to drive campaign engagement.

Conclusion

To turn your brand from bland to bold in 2025, lean into first principles, consider the realities of modern attention spans, craft meaningful and value-driven messaging, and shift your perspective from “marketing” to “connecting.”

These steps lead not just to increased profitability, but to true impact.

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