Keep more fingers on more pulses if you want to connect meaningfully

The majority of those familiar with the original Shared Beliefs say the same thing: ‘Many of these are true but even more so.’ In particular, Mike’s suggestion that you need to keep your finger on the pulse if creative ideas are to have currency and ensure brand longevity.

Yet in our post-digital arenas, you need several fingers on different pulses to work out which cultures to operate in, which creative journeys to take and how to react quickly to shifting trends. After all, such rapid change demands rapid response.

Keeping a finger on the pulse means connecting in a meaningful, emotional way so it’s vital to embed yourself into consumers’ real worlds, with an eye on the fringes. Creative ideas are no longer just competing with other advertising. They’re competing with mountains of other stuff – memes, likes, shares and clicks. It’s a problem and an opportunity. Most brands would love to tap into and flourish within those cultures, so understanding them becomes crucial.


The real magic lies in the emotional core of cultures


That richness is important because culture can sometimes prove to be ephemeral. Today, trends aren’t even trends, they’re blips. Brands can grow dangerously thin trying to latch onto them without understanding whether they’re the right fit. The real magic lies in the emotional core of cultures – why do people care, what is the nature of the connections being made within these cultures?

Sometimes the question to ask is not which culture should we be connected with but which part of that culture do we want to operate in. Using creativity to change the future means that we need to be a part of people’s real lives.

Check out more Client Resource articles

The Dodgers game that could have made history teaches us an important Brand Strategy lesson

Stop only asking if patients will use a new treatment, and start looking for their unmet needs

What will be the next unpredictable, life-altering event in the healthcare sector?

Why a cultural perspective on health and disease can help us better understand our past, present and future

Hall & Partners appoints talented trio to global leadership team to accelerate growth and implement its new corporate strategy

Why foresight and trends research provides pharma with much-needed agility

3 reasons most segmentations fail

3 strategies for protecting your brand while raising prices

Protecting Your Brand in an Era of High Inflation

Hall & Partners appoints Daiana Dal Col as new CFO

Previous
Next

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

You can view our privacy policy here. By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

You can view our privacy policy here. By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners