What makes great marketing great?
Allen Roberts
MD StrategyAudit. Business coach, Strategy and Business development, Brand development, Speaker.
Great marketing is never entirely rational.
If it was we would call it economics, and be bored to death by its recitation.
‘Rational’ relies on precision, mathematics, and repeatability, not characteristics often seen in the behaviour of human beings.?We are driven by automatic things buried deep in our brains that have evolved to enable our relatively physically weak species, to become the dominant species on earth.
Individually our ancestors could not beat off a sabre toothed tiger, but together we saw them disappear while we prospered. We are disproportionally attuned to detect danger before we detect happiness, a foe before a friend, and are initially suspicious of anyone from outside the ‘tribe,’ and anything we do not understand.
Great marketing is the opposite to rational. It demands attention because it is different, it creates curiosity, because it is unexpected,?and interest because it is of value.
Creativity is the core of great marketing, as without creativity, every marketing strategy would be the same.?All marketers have access to the same data, can apply the same logic to a challenge, use the same models,?have the same distribution, so if logic riened, all would be the same for the same sort of product.
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Instead, we have a cornucopia of strategies and tactical implementations, driven by some level of creativity. These days, sadly, most of the creativity has been squeezed out by the algorithms and demands of the rationalists running enterprises,?which is why there is so much poor marketing and advertising around.
If you want to be seen, be different, cause a stir in the bushes, build curiosity, be creative!
It will not always work as you expect, as creativity is about being first, which is usually bold and risky, it will not always win hearts and minds in the corner office, but as a marketer, it is your duty!
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Header cartoon from the great Hugh McLeod at?www.gapingvoid.com
Help CEOs scale fast & thrive by creating their own markets instead of competing in someone else's | Crafting breakthrough strategies | Strategy consultant, board member. Guiding leaders to better strategic decisions.
1 年I've read many articles and books on creativity, and learned that there is no a recipe or a silver bullet. They only way to stay creative is to be curious and to learn a lot. Creativity is not a magic technology, it is the ability to connect the dots, to combine and unite things that seemed totally different in one piece of poetry, technology, or a product.
Commodity Trader | Company Director | Views and opinions are my own
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Tender Writing ? Tender Consulting ? Technical Writing ? Win large contracts
1 年My experience with AI (which I love) is that it brings together material really well. HOWEVER, its style of writing very much reflects the poor quality of Internet writing. AI's grammar is good, spelling is good (if you forgive its Americanism) but its syntax is cliched and can lack precision, because it is mimicking the rambling style of amateur writers. So yes, given that we are going to be facing a lot of AI generated content, it will definitely be the creative (or new ideas) that stand out.