Fear of the Unknown
There has never been a time when so many marketers fear the outside world . The reason for this is simple: what worked before won’t work again. For years business plans were developed by tweaking the previous year’s business plan. It usually worked. The tried and tested with a little bit of something new added in.
A bit like adapting your grandmother’s favourite recipe.
If allowed, fear leads to paralysis or even worse, petrification. Look around you and study what many of the brands and marketers are doing and you can see that some are showing signs of throwing in the towel. Another manifestation of fear is the trend to jump on the latest bandwagon. Or even worse, to try to do everything, but by just putting a toe in the water.
Franklin Delano Roosevelt had it right:
The only thing we have to fear is fear itself.
At Fuel we have developed a number of tools and approaches to help our clients overcome this fear of the unknown. We ground our work in consumer understanding and develop relevant insights. This means that our engagement approach is always current and matches the needs of of the client to consumer demand.