There is a new reality at hand today for marketers. Consumers are no longer just looking for products and services to buy - they are looking to connect. In a world of 7 billion people, we are all just looking to stand out. Branding helps consumers identify connections between a brand and one’s self. Brands enhance who we are as individuals and signal to others what we believe in. In the words of Simon Sinek ‘people don’t buy what you do, they buy why you do it’. Therefore it is not surprising that a consumer’s buying patterns are often illogical. People are not creatures of logic, but of emotion.
To be the next big thing, we marketers must challenge established assumptions and let imagination be the new tenet. Consumers have an unlimited number of products and services available to them – and this number is growing daily. Launching a new ‘mango tango’ flavour of Jello is not going to cut it anymore. Creative problem solvers do not limit themselves to existing market boundaries but aim to create new ones – to in fact create the next Jello.
Wouldn’t it be great if we lived in a world where the unpredictable was the expected? Scripting reality is the new normal and the possibilities are endless.