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Creativity over Relevance
With the exception of any brand that falls under the Local Hero narrative, these challengers put a much higher emphasis on creativity than on the relevance of the message to the target audience.
These brands demonstrate a confidence of personality that may even polarise opinion, but they would rather do that than try to be different things for different groups in an attempt to appear more relevant.
The marketers at these brands do not see advertising and communications as being in the persuasion industry; they see it as being in the entertainment industry.
The goal of communications is to make the brand likeable, meaningful or memorable and delivered in an emotional way to a wider world.
Studies in neuroscience have shown that there
is a direct correlation between how much emotion is experienced and how much new memory is encoded. In order to get brands to be remembered, focusing on emotion (not just persuasion) will
work better.
Relevance holds less of a draw for these challengers. Creating relevant messages to different segments has been shown to have uplifts in short-term performance metrics, but it can come at a cost,
and not just a data, technology and targeting cost. 198 What Brings These Brands Together?
