Most brands and businesses recognise that we are entering a new economic cycle; from our separation with the European union, to the world’s slow awakening to climate change; the fact that over a third of UK jobs are at risk of automation, and the de-coupling of supply and demand chains in all sectors. Many brands find themselves having to appraise their own ‘true north’ to consider how best to inspire individuals and organisations, discover their true purpose and unlock their full potential. Businesses need to realise their economic, social and cultural capital and the role they are now expected to play.
In some businesses the role of marketing appears to have diminished. The growth of AI-driven algorithms and predictive analytics offers up information, goods, and services to customers, and the growth of private label and unbranded goods appear to make the argument for less marketing, rather than more. But this couldn’t be further from the truth.
More than ever, organisations need to identify unmet and even unknown consumer needs. Today’s new ‘brands in demand’ have carved out their share by disrupting horizontally, rather than vertically. Where Amazon have revolutionised online retail, it’s now in totally undreamed of markets – from insurance to TV content, and even state security. With brands expanding so deftly into new markets, we’re seeing a changing landscape where ordinary brands are being left behind.
"We believe that creativity has become the primary driver of value creation and a sustainable competitive advantage for brands. You overcome indifference with ideas that defy ordinary"
So why do we need to rethink marketing?
We live in a world of over-supply, with more brands in every category, more phones than people, and a surplus world of choice. When the vast majority of consumers have ‘multiple partners,’ your consumers are just somebody else’s consumers who occasionally buy you. Our task isn’t to nurture enthusiasm, but to overcome indifference – with ideas that inspire and challenge people. How? By thinking broader than our own categories, and developing new relationships, not simply transactions. The bigger the innovation, the bigger the risk of failure; but clever marketing can reduce those risks – your marketing matters as much as innovation ever did — perhaps even more.
Ordinary is the creator of consumer indifference – ordinary fuels apathy, our biggest enemy. We believe thatcreativity has become the primary driver of value creation and a sustainable competitive advantage for brands. You overcome indifference with ideas that defy ordinary; ideas that allow you to rethink marketing, ranging strategies and sales activation. Ideas that influence your products, services, company and culture.
At saintnicks, we defy ordinary
See how we defy ordinary