Strategy is sacrifice


What is ‘good strategy’? Such a simple question, but the answer often gets complicated. As marketers, we can easily get caught amidst loud, new and flashy advertising methods when trying to formulate plans that stand out. However, research findings indicate that too many messages and channels distract consumers from the buying making decision. According to research by CEB, complex copy and stories in advertising aren’t the way to build a business.

Research through over 100,000 consumer interviews found:

  • 86% were more likely to buy your product if the messages from the brands are simple
  • 115% were more likely to recommend your brand if the messages are simple

Strategy is not about adding more and more. Strategy is about taking stuff away. Stripping back complexity until there is only one single powerful thought. Good strategy is taking away anything that’s unnecessary, until we have a leaner and more efficient piece of communication than the competition.

“It seems that perfection is attained not when there is nothing more to add, but when there is nothing more to remove,” Antoine de Saint Exupéry 1939

Our resident neuroscience expert and Head of Strategy, Dan Machen, backs-up this sentiment. “Humans are essentially still monkeys on giant blue rock, hurtling through space.’ Knowing how our brains work, can help us tap into our innate need for familiarity and simplicity.” Using science, 'Neuromarketing' can improve and refine our content strategy, giving deep insight into effective, focused and results-driven marketing plans. We can wake the brain up using various techniques to distill our messages and then add slight twists using unexpected word or language play, thereby increasing the impact on our memories.


So, remove all ‘busy-barriers.’ Great results start when you Zero-in on a compelling central theme emphasising the information that will be recognised fast.


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