I’m sure you’ve noticed.
Every sentence we read is grammatically flawless. Every photo is perfectly cropped and filtered. Every headline is crafted for maximum engagement. Every youtube video has perfect lighting and audio.
Everything we consume is now synthetically optimised for perfection
The problem is, it’s all starting to taste the same.
Like a photocopy of a photocopy, each version is moving further and further away from its authentic imperfect self.
The more of this synthetic content we consume the more we crave imperfection.
What the hell has any of this to do with marketing?
When everything is optimised for engagement, nothing is.
We’re being sold a lie.
A vision of an automated marketing machine that churns through data relentlessly optimising your marketing budget.
When everyone starts doing the same thing then everyone will inevitably get the same result. Theres a word for it. AVERAGE.
Truly great brands are authentic. Truly great marketing is authentic too.
It’s time to embrace the imperfection.
