Humans are complex, and therefore Interesting.
One of the major blind-spots of classic strategy is an over-reliance on surveys and focus groups. While those have their place, I believe they are an inefficient and unreliable way to form a strategy. I like to think of it as watching animals in a zoo - you give them a stimulus, they give you a response. While that can uncover some important things, it disregards the wider context. With the abundance of data, we are now able to be better at tracking behavior. I like to think of that as watching animals in their natural habitat. Humans cannot be reduced to 20 questions, and it’s understanding human behavior that truly allows brands to resonate in an organic way.
“That is the plan: just try. If we can do it, wonderful. If not, then fail in the most beautiful way.”
Some Brands I’ve Worked With
If corporations are people, then why don’t we treat people like people?
Remember when Mitt Romney said “corporations are people, my friend?” Oh, how we laughed. However, especially in the age of social media, corporations and brands are trying to act more like people. In my years working as an advertising strategist for some of the best agencies in the world, representing some of the most iconic brands, I’ve come to realize that marketers often lose the humanity of their “consumers.” This leads to bland advertising at its best, and pandering drivel at its worst. My job is to make sure your brands are able to understand people as people and find their products have in their lives.
“The average is the borderline that keeps mere men in their place. Those who step over the line are heroes by the very act.”
