Brand Strategists: Here are 4 reasons to experiment with marketing

Yes, marketing is all about obtaining one thing, which is sales, but in the process of obtaining sales it doesn’t have to feel like a prison sentence either. In society, as we’ve evolved how we communicate and receive information it is our job as Brand Strategists to seek out new opportunities to innovate and engage with your consumers. So here are 4 reasons to experiment with marketing

1. PUSH THROUGH THE CLUTTER
   We live in a world that’s an attention-grabbing state of mind like we have ever seen before. Thus, this is no time to be basic with the traditional send to receiver advertising. This is because platforms, which advertisers place their messaging or media have grown tremendously. Before people would listen to the radio and imagine what was going on, but that’s not the case today. You want to be able to create a lasting impression because with the over saturation of visuals, one should use this opportunity to challenge the status quo in traditional marketing and set new standards.
2. COLLABORATE AND DOMINATE
   Collaboration will always be a great go-to for struggling brands or brands that are already thriving. Find ways in the brand’s equity and see how it can leveraged to create an amazing product and partnership. For example, if it wasn’t for Virgil Abloh, who had the ultimate collaborator’s mindset, we would have partnerships like Nike and Dior. Virgil contributions to the fashions would make it comfortable for streetwear brands and luxury brands to collaborate. Because of this partnership both were able to create the most sought-after sneaker retailing upwards of $2,000. This can be the same for marketing. So, find brands that share common interests so that they can collaborate and dominate.
3. DISCOVER UNTAPPED MARKETS
   It’s one thing to build a brand with a desired direction, but one must let the brand be flexible to grow. Yes, it’s good to have an ideal buyer, but things may have to change with the demographic. You don’t have to lose your authenticity in your messaging to attract new customers, but the brand should be able to speak their language. However, as brand strategist one must make sure that the message is still clear and authentic even though the brand is trying new untapped markets. The last thing that a brand needs is for it to suffer though brand dilution because the brand was trying to be made into something that it was authentically not.
4. TELL STORIES NOT FILLER
   While you are discovering new untapped markets, this is a great opportunity to experiment in storytelling. People love a great story that they can relate to, but many also like how it’s presented. This is where you can thrive as a brand because you try new animations, copywriting, UI/UX design, copywriting, photography and environmental just to name a few. So don’t limit new innovative ways to tell your story because you never know who’s watching or being inspired to take their idea to the next level. People want to see your brand that’s unique to itself. So make sure that when you tell your story that the experience aids to take the message across the finish line.

Marketing needs to see experimentation because it keeps the creative hopes high. Like the great Creative Director of Balmain, Oliver Rousteing, he said be a “witness of your time.” So show the world that your brand was a conduit of innovation and impact. To do so, continue to empower your teams to experiment and embrace the unknown. The world blank canvas for the taking. Now experiment, create and innovate.