True Brands

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Richard Branson once said: “If you want to stand out from the crowd, give people a reason not to forget you”. Wise words indeed and a message which remains true, now more than ever.

Back in 1874, the walls of Victorian cities were plastered with an ever-changing, fluttering display of advertisements. Railway stations in particular were a prime location for advertising.

This image of a super busy enclosed railway station back in 1874 is a perfect example, a back wall covered with advertisements for local products and services of the time.

victorian marketing Modern Advertising: A Railway Station, 1874. By Alfred Concanen

Fast forward to 2021, (and whilst there are no official figures), the average person is now estimated to encounter between 6,000 to 10,000 ads every single day: Physical and digital. Advertising ‘noise’ is far from a new phenomenon – it’s just got way more intense.

 

modern marketing

Standing out and being disruptive is one thing but consumers today are looking for brands that are true to their values. All companies are brands and need credibility.

Ask yourself: Are you true to your values? Do you have values? Do you stand out from your competition? What are your uniques? In today’s market you not only have to be bold, brave, and relevant but also true. Otherwise you are wasting money!

One great example of a brand reconnecting with their consumer in an unexpected way is the new Gucci store in Shoreditch. With an execution which links directly to its design heritage delivered in an environment which appeals to todays design curators this a how to connect with your consumer in an relevant and real way.

gucci building  interior building

Another is Patagonia who consistently delivers campaigns which support its environmentally focused values of: build the best product; cause no unnecessary harm; use business to protect nature; not bound by convention. This stands out, is authentic and gives them a position that defines its competitive difference.

Here at Lead Talent, we work in partnership with SME’s, helping them to remain relevant to their customers by identifying their own unique value proposition, one that their competition cannot or does not offer which is bold, cuts through the noise and speaks to your audience in a way that truly resonates.

For a no obligations chat on how we can help you too to stand out, give Jonathan Palmer a call on 07714034441.