Group-230@2x
Path-885@2x
pink-triangle
red-half-triangle
smal-pink-ogti
big-yelow-ogti-295×300
redline
yelow-ogti

Many physiologists will tell you that the mind of a child is at its most natural and untainted in the early stages of growth and development. It’s quite a marvel to watch a baby discover the various tastes, textures and sounds that are in their immediate environment. At this stage they know very little and are excited, or sometimes frightened, by what they discover. The potential they have is unmatched, except perhaps a brand that is not aware of it’s own potential.

In South Africa many brands either don’t know or understand the potential they yield. They could either create or change a perception in society and, in some cases, the world. This brand has people who are tasked with enabling the brand to try new things, explore and discover all of which are the roots to growth.

Now, unlike the mind of a child, these people have what is called INSIGHT, into brand history, strategic direction and the target audience. All of these are great; in some cases though, not so great.

As client service people, myself being one of them, we often encounter campaigns or simple briefs where we overthink the task. This is primarily because be have INSIGHT. We create campaigns or social media posts that we believe will resonate with our target audience and will then, hopefully, go viral.

Advertising people, with the media, are probably the main drivers of anything going viral, really. We tend to forget this when coming up with content or campaigns; that this is a talking point because it was simple and unique.

We use our INSIGHT to determine what we think will get the most traction in mainstream as well as social media. We do this because everyone in all our target audience is looking to jump onto whatever we say because we, “the brand”, are the law, right? Wrong.

The line that subdivides people is fast fading. People are unique and should be viewed as individuals, not a collective people. Our INSIGHT into our audience has to be correct: we had a strategic agency sample our audience so it has to be correct, right? Again, wrong, though not completely. Persons want to be spoken to, not at.

What if we just did it?  If we neglected the insight we have? What if we tried something new, if we explored? What if we tried, for our brands, to dare? Much like a child, we could discover the sweet taste of lemon or the odd smell of vanilla.

There will always be one of two outcomes, a win or a lose. At the end of the day, we shall have gained knowledge, understanding and best of all we will develop and grow.

Growth comes with its pains. But man, the rewards are often off the charts. Just remember to keep it simple, our audience is unique and that if we’re not growing we’re inevitably dying.

Related Articles

What makes a good UX design?
User experience as a concept has been around for decades – some say that it started when Henry Ford set out to make human labour more efficient and productive. You can find traces of user experience thinking all over the world, in disciplines like urban planning, for example, from the aesthetic considerations all the way through to how you push or pull on a door.
User Search Experience (USX): Closing The Gap between SEO and User Experience
Over the course of the last decade, Search Engine Optimisation (SEO) has transformed into what I would consider an adaptive art. In its infancy, SEO emphasised the use of singular keywords, content created for search engines, spammy links and keyword stuffing.
What is a (Digital) Creative Concept?
Be it for a large corporate banking client, a fancy coffee machine label, a meat packing company or a small internal brand campaign, generating awareness usually starts with the launch of a new campaign. One key component to this, is coming up with a creative concept.
Social Media Advertising
In a world where we have been forced to adapt to a ‘new normal’, business products or services have changed their marketing strategy. Some (if not most) businesses have been smart enough to shift their marketing budgets to social media ad campaigns and have been introduced to new targeting options.

We are using cookies to give you the best experience on our site. To find out more see our Cookie Policy. By Continuing to use our website without changing the settings, you are agreeing to our use of cookies.