For most brands, the exercise of following existing trends limits their ability to create real meaning and value.
The allure of chasing trends and algorithms can deliver eyeballs, but leaves the audience feeling disconnected from why your brand deserves their attention.
Audiences are more connected, more sophisticated and more discerning than most brands give them credit for.
And that’s a problem.
Because audiences today have nearly endless choice and the increasing ability to say no, opt-out, unsubcsribe and move on.
Unless you have something relevant or interesting to say, they will more sooner forget you than give you another chance.
That’s where I come in.
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