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.

Share this article
Share on linkedin
Share on facebook
Share on twitter

Check out more Big Thinking Articles

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

The Value Shift

AstraZeneca and Hall & Partners ‘Highly Commended’ in 2021 BHBIA BOBI Awards

One year of lockdown disproportionately impact girls’ education in Britain

90% of healthcare professionals agree that purpose matters in brand choice

Sustainable Beliefs

What are the big ethical challenges for AI in healthcare?

Why isn’t soccer more popular in the US?

How to predict market trends with one simple principle

Jaguar: it’s time women took the wheel in automotive advertising

Previous
Next
© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.