Enchantment is the new black but brands are failing to keep consumers spellbound
Kim Dolengowski, Foundation’s head of strategy, questions where all the marketing magic has gone and why its vital brands find a way to look beyond the allure of efficiencies and bring back some of the much need enchantment.
The marketing world has become fixated on hyperrational efficiencies – quick conversions, algorithmic decisioning, and fast acting optimisations.
In times of market pressures, our natural reaction is to default to our rational brains, especially when fear strikes. The lust of immediate efficiencies are being rewarded with short term results.
But we’re losing brand magic as a result.
“…because people need brand now more than ever….it’s this sweeping state of exhaustion we all feel right now, which is the direct result of the slew of problems we’re facing including inflation, daily stressors, climate change, poverty, mental health, and access to affordable healthcare – all off the back of a pandemic. The antidote? Marketing magic.”
Methinks you’re overstating your importance.