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UPDATED: Oops. The link at the bottom was missing. It’s there now. Thank you for letting me know.

I see no reason why the way we communicate in business should not at least attempt to be as intense and emotional as the way the best music or art communicates.

Marketing, I think, should be artistry.

Most marketers are utterly boring. As is most marketing. As are most businesses. That’s why we miss the work, and the message.

Please find 20 minutes to sit and watch the video below. Clutching your favourite coffee.

Please try. There’s a lot to unpack. And it’s just one person listening to one song. But see the effect.

It’s is things like this that should remind us how desperately short we are falling as marketers, creatively, whenever the work ‘create’ is so damn samey, formulaic, tick-box, thrown together and dull.

It is not just thought and effort that is missing from almost all of the marketing communications I see.

It’s artistry, too.

Link: https://youtu.be/J_yZJTmGZxM?si=9oqgjAbrL1A61iXe.

I was asked this question this week:

How can you build brand equity in the fashion industry?

Here’s what I said.

I think that, first, we need to remember this. The world does not need another clothing brand. Not one.

So first, forget clothing completely. Identify the change you want to make as a business person. Something good. Then create something wonderful that is an unambiguous expression of that change. And if that happens to be clothing – so be it. It’s as simple as that at base level.

I built and ran a fashion brand for 7 years. Always Wear Red. (As an Associate Brand Director, it’s good to test yourself by building your own brands).

It’s hard though. Conceptualising a unique and expressive brand, then making and selling it. But I’m glad I did. And the messaging around why I did what I did was solid.

But as I say, if you want to tread the same path, you really do need to remember this. The world does not need another clothing brand. Not one.

Artistry.

How to build a clothing brand in a world that doesn’t need any more clothing brands.