We’ve always believed that standing still is the fastest way of going backward. Success depends on the ability to adapt and constantly re-invent yourself in an ever-changing world. Brand marketing is no different.
In the not so distant past, companies were confronted with the choice of broadcast or print advertising. That was it. Sure, it made life simple, but it also limited opportunities for a brand to genuinely connect with its audience.
With the recent dominance of social media, the 21st century has given modern brands permission to take a more playful, adaptive approach. With so many more spaces to play, there’s greater encouragement to take risks and step outside the norm. A brave marketing approach is now a compliment, not a criticism.
As with all things, it’s necessary to find the right balance. You want your brand marketing to be edgy, creative and flexible. But at the same time you need to remain true to your core values and messaging.