What Makes Marketing Magic?
What Makes
Marketing Magic?
The modern marketer has to miracle up a constant and consistent flow of brand expression – everywhere, all the time. The trick is to make it all feel like one joined-up world.
Is marketing complicated or simple? There’s no doubt that the landscape of channels and moments a brand now has to manage has exploded in the last decade. Add to that the pace expected of brands today and it doesn’t sound very simple.
It’s a trick question though. The best marketing isn’t just simple or complicated. It’s sophisticated. It appears simple – it creates simplicity for audiences, but behind the scenes there’s quite a lot going on to make the picture coherent. That’s the magic show every brand has to get right.
“Be unique. Create the feeling. Stay in your lane. Go for it.”
We help brands develop a creative platform they can own. A creative platform is essentially a big, foundational concept that can underpin a brand’s marketing for months or even years. A great creative platform is bigger than any one channel, and it anticipates them all, setting out one big central theme can play out everywhere from TikTok to TV.
The benefit externally is coherence. Everything hangs together and makes sense, but nothing feels stale. Internally the benefit is confidence. Everyone knows what the parameters are, where they can play, and what makes sense to put out.
Great marketing uses tension
One of our clients taught us this simple lesson years ago: for an idea to really stick with people it tends to need some conflicted energy. Some kind of juxtaposition, tension or vibration between opposing ideas.
For SURI we’re always exploring the distance between beauty and chaos. The brush is calm, sleek, considered. The category is wasteful, overcomplicated, a juggernaut. The brush is quiet, elegant, put together. Morning can be messy, rushed, scattered.
From our work with SURI.
