I nodded along with this entire read. My first question in response to a brief is always, "Who is the intended audience?" If we aren't addressing the audience, we're doing it wrong. Thank you for this wisdom!
Oatly, Surreal, Liquid Death and innocent are all brands created by ad people, so they inevitably end up appealing to other ad people - so it was good of you to point out that’s just one kind of tone of voice, and indeed may be far more limiting beyond the ad festivals, juries and echo chambers of social media.
I nodded along with this entire read. My first question in response to a brief is always, "Who is the intended audience?" If we aren't addressing the audience, we're doing it wrong. Thank you for this wisdom!
Exactly. Thank you, Lauren!
Oatly, Surreal, Liquid Death and innocent are all brands created by ad people, so they inevitably end up appealing to other ad people - so it was good of you to point out that’s just one kind of tone of voice, and indeed may be far more limiting beyond the ad festivals, juries and echo chambers of social media.
100%, Jonathan. This is a great point. Marketers developing content for marketers is a slippery slope.