Even if the loneliness epidemic is a bit overblown, there is a cultural tension around isolation. It’s not coming from nowhere. Marketing is not the answer for the biggest societal problems, but it can help, and help brands in the process.
In my internet wanderings this week, I came upon a Fast Company article from ancient history (2011) from design firm, Method. The theme was parallels between standup comedy and innovation. I like a good analogy article, but a few of their points resonated on their own. Specifically, they relate to the idea of data vs. insights:
Data Does Not Replace Insight
You Can’t Test Your Way to a Decision
Know Your Audience, Then Ignore Their Advice
I love a good marketing trends report, and UM’s recent WaveX Remix Culture did not disappoint. Amid the report’s large take-aways about nostalgia, localism, and repurposing culture was something I find especially crucial in our current marketing environment: customer trust. How brands and retailers build and maintain their reputation is evolving and becoming more challenging.
In particular, the WaveX report included two data points that stuck out to me:(more…)