The way human minds process information, and our instinctual resistance to change, are making it harder for brands to cut through. So how can you stick?
We’ve all seen it happen: You spend months creating an ad or a marketing campaign. Blood, sweat and tears have gone into it, the boardroom applauds it, and yet it results in no discernible uptick in sales or brand awareness. Or worse, it gives a competitor, who may be better known in the space, a free kick.
What’s going on?
Chances are, you haven’t engaged the long-term memory of your audience, and you have branded after conceptual closure. Therefore your marketing doesn’t line up with the moment of intent.
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
