At eight&four, we’re constantly exploring the evolving landscape of creativity and what it means for brands to stay relevant in an ever-changing digital world. Recently, our editorial lead, Geoff Chang, had the opportunity to share his insights with Little Black Book.
Geoff discussed how big ideas have long held brands to a higher purpose. He cited examples such as John Lewis returning to its century-old “Never knowingly undersold” promise and The North Face transitioning from “Never stop exploring” to “We play different.” While heritage still plays a role for established brands, the reality of today’s crowded digital landscape makes it harder for new brands to build that kind of legacy.
“Nowadays, there are faster yet fragmented means of staying visible and top-of-mind, not least by showing up in people’s pockets in unexpected ways, like reacting to culture. A brand’s personality and how that plays out on social is a more relevant reference point for how an audience judges you,” Geoff explained.
He emphasised that while big ideas may often be reserved for large campaigns, delivering the essence of that big idea in smaller, consistent ways can help brands achieve lasting relevance.
For more of Geoff’s insights, check out the full piece on Little Black Book here.
