Stop Tinkering Start Transforming

Frontline

One of those big fancy London agencies has come up with an interactive poster site driven by artificial intelligence that changes a variety of colour, type and image to change the creative being displayed depending on how passers-by react.

 All things to all people. Sounds cool, until you start thinking about it.

Just who is this technique trying to please? It can't be the individual consumer as the ad changes after they've walked on by. So it must be the agency or the potential client looking for the holy grail of the perfect ad or worse just doing something new, again.  

There comes a point when you need to accept that you need a big idea not just something that can be endlessly tweaked. What's a big idea? One that differentiates you either from the competition or the daily grind.

Brands need to stand for something, have personality, expressed through their communications to attract customers. That strength of creative also means that someone somewhere won't like the brand. And that's ok too. Marketing is about understanding humans. We're complex, different and difficult to categorize. So stand for one thing (anything!) rather than everything.

Joe

Last Updated: 28/04/2016
Author: Joe Chetcuiti

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