Ascending to New Heights: Would you take the climb if asked?
Romana Sustar
Marketing Professional in B2B Tech | Multilingual | Storyteller | CIM & CIOL Certified | ???? UK-Based | ??♀?
Reading time: 3 min 47 sec
As I check the calendar, it shows mid-November 2023, and the frenetic pace of marketing planning is in its final stages. Despite the anticipation that plans should be finalised, there's always a bit of adding, adjusting, and data-checking until the end. Q4 marks the final quarter, where the year's activities are or should predominantly find their end.
Amidst assessments, projections, and ambitious goals, a critical question emerges: How do you ensure success? How do you cut through the noise and stand out in a constantly evolving world?
While being different is often touted as a mantra in the business world, the path to ROI is only sometimes paved with eccentricity. Striking the right balance between uniqueness and relevance is the key to my role.
In a landscape saturated with mediocrity, standing out becomes a strategic imperative. Mediocrity might not be the way forward, as blending in does little to capture attention. It's about making an impact and leaving a lasting impression.
Drawing inspiration from my favorite advertising campaign, the Emirates Dubai Expo 2020, illustrates the art of showcasing everything with superlatives.?
If it doesn't immediately come to mind, let me jog your memory with the image of the stewardess on the spire of Burj Khalifa. Picture the tallest building in Dubai, accompanied by a real plane in the background. The first time I encountered it, I experienced a touch of vertigo.
It is not a 3D CGI creation but a real woman, Nicole Smith-Ludvik, a professional skydiver and stuntwoman, positioned on a pinnacle over 828 meters (2,716.5 feet) high.
The question it triggered in my mind was: How high do you have to climb to get noticed? This metaphorical reflection on the extraordinary lengths one must go to stand out took a literal turn with a woman on top of the world.? The second question that came to my mind was, how much of the budget did they get to execute it?
Authenticity and purpose should be the bedrock of any effort to stand out. It's not about being louder than the rest but about being heard meaningfully.
As I navigate the landscape of 2024, I am mindful of the importance of strategic differentiation. How can I stand out with purpose, authenticity, and a genuine commitment to generating quality leads and, ultimately, ROI? The plan submission deadline is looming, and I foresee a long weekend ahead.
The closest I came this year to a bit of an unusual event was discovering an event where C-level leaders are invited to Morocco for a few days, concluding the experience with unforgettable hot air balloons floating over the desert. I find the idea entertaining, but I doubt this will ever get approval, and I am not sure our C-level team would appreciate such a proposal. Would you?
This year, my primary focus will revolve around the banking, insurance, and manufacturing sectors. I am fortunate to work with a dynamic team in one of the most "bodenst?ndig" regions. Our core strategy for success hinges on embracing ever-evolving technology while maintaining a strong sense of humanity. In an era where technological advancements often diminish the human factor, our strength lies in preserving and amplifying our human touch. In increasingly technologically advanced projects, in the area of IA, AI, and Gen AI, we need to be as human as possible, effectively managing technology rather than letting it manage us.?It's time to create industry Rock Stars!
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If we were to replicate the extraordinary "Top of the World" campaign in my region, we would need to go with the Commerzbank Tower, known as the tallest building in Frankfurt at 259 meters high (850 ft), or the Varso Tower in Warshaw, towering at 310 meters (1,017 ft)—both present compelling choices. I'll delve deeper into the possibilities, considering a few skyscrapers. After all, it must feel great to be at the top of the world!
Facts:
The 'We're on top of the World' campaign is my number one because it is incredibly creative and smart. Was it successful? It significantly contributed to great results. For the financial year ending March 31, 2023, the Emirates Group reported a record profit of AED 10.9 billion (US$ 3.0 billion), a remarkable turnaround from the previous year's AED 3.8 billion (US$ 1.0 billion) loss. The Group's revenue soared to AED 119.8 billion (US$ 32.6 billion), an impressive 81% increase over the prior year.
As for the new campaign, can it surpass the 'Top of the World' campaign? I doubt it. The bar has been set high, quite literally.
At over 828 metres (2,716.5 feet) and more than 160 stories, Burj Khalifa holds the following records:
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