If distinct, memorable and emotive brands have a competitive advantage, then surely marketers should emulate the greats of modern art. M&C Saatchi UK’s Guy Bradbury explains.
Some brands are frantically attempting to keep up with the pace of content creation by putting speed before substance – resulting in a deluge of forgettable social landfill with their messages blurring into the background noise of the feed. Or, as David Abbott is said to have uttered: “Shit that arrives at the speed of light is still shit.”
Sadly, some amazing brands are forgetting what makes them unique and distinctive. They fail to attract attention, build saliency or make any emotional connection with their audience, reducing their impact and effectiveness.
So how can they be more distinctive to cut through the clutter and reclaim their relevance?
Start with art
One place to draw inspiration from is the world of modern art, from artists who shattered boundaries and redefined what it means to …