I was just heading out between storms for a little run.
You know, it’s been such a stormy and wet end of summer here in mountains, I’ve been constantly adjusting my workout routine to make it work. It’d be easy to say, “Bleh, it’s raining. Looks like I’m taking the day off,” but instead I’ve adapted and have really been mixing it up.
More runs than usual, shorter rides, more weights.
Anyway, I’ve had to adapt so that the weird weather doesn’t get in the way of my performance.
Whoa, what an analogy for something I’ve been wanting to tell you about.
I’m going to make this real quick and easy and to the point—partially because the weather’s supposed to move in again in a little bit.
And also because you don’t need me to convince you that the cost of cutting through all the noise out there just keeps rising.
Or that consumer attention spans are shorter than ever.
But, like needing to adapt a workout plan based on the weather, you may need a little help in figuring out how to prioritize what will move the needle when the content that you used to create and have success with isn’t producing the same results anymore.
So, here you go. As you look into the end of this year and the beginning of next, here are the things that will work:
Clarify and Double Down on a Bold POV
- When audiences are overloaded like they are, they don’t have the bandwidth to parse subtle differences between competing brands. You have to do it for them. A sharp stance acts like a magnet—pulling in the right people and repelling the wrong ones. And It cuts through, because it tells customers not just what you sell but what you believe.
Invest in Distinctive Creative Assets
- Distinctive creative builds mental shortcuts in your audience’s brain. In the noisy world we’re navigating, recognition beats explanation. Develop visual codes—color, type, design quirks, verbal hooks, tone, recurring lines—that are unmistakably yours. And continually ask yourself how your creative is ownable.
Create Content for Culture, Not Just Channels
- Cultural relevance cuts through faster than sheer ad spend because it feels alive and timely. Build reactive and proactive campaigns tied to cultural moments, not just your product release cycle. Ask yourself, “What’s going on in my consumers lives that our brand can authentically connect with?” This isn’t about jumping on the latest cultural bandwagon, it’s about knowing your brand and audience so well that it’s obvious when and how you should be a part of a specific cultural moment.
With this brand strategy in place, your marketing tactics can be nimble and responsive enough to weather any storm.
And speaking of storm, I’m going to get going. We’ll see you out there.