MAD//Fest was sensational and the level of opportunity to learn was just 'chefs kiss' writes Dragonfly AI. Can we take a second to talk about those brand challenge sessions? Nothing gets under the skin like a good pain that needs soothing and LEGO, Colgate-Palmolive, and Boots really did offer up exciting opportunities to discover innovative solutions.

Leading on from that, today the brand challenge is creative impact in an omnichannel world. It’s an evolving challenge that generates more speed the larger seamless experiences become an expectation.

So how do you win out on this one?

The Omnichannel Universe

Back in the day you walked into a shop and made a purchase. Maybe you had a coupon from the paper or you’d heard an advertisement on the radio. That was the extent of the journey.

Now the journey is like a 4-year old’s train track design – all connected but absolutely crackers.

The integration between touchpoints holds such lofty expectations for consumers to have a decent experience that it’s pretty important to create personalized content that has a uniformed messaging approach.

When you’re working collaboratively across your brand for the best creative impact at every touchpoint, you have to ask yourself:

·       Are we all measuring impact in the same way for our given channels?

·       Do the consumers have the same level of experience at each point of engagement?

·       Is there a process in place that highlights gaps in optimization opportunity?

·       What can we do to establish creative quality across every channel globally?

And if you don’t have the answers to these questions, then you have a brand challenge.

A challenge that won’t get easier as time goes on.

Look with your Eyes

Blathering about creative impact and lack thereof being a problem is all well and good. But WHY do those all-important visual messages mean so much to consumers (and your profits)?

·       The human brain processes visual information much faster than text. Want to earn memorability? Use visuals.

·       Brand recognition in a sea of other brands is pretty underrated. You can never go wrong being the reassuring brand consumers know.

·       EMOTION. Lordy, everyone is chatting about emotion and how to maximize it to enhance experience. Visuals can evoke these emotions the industry keeps talking about.

There are more benefits such as quick message comms, driving engagement, and influencing purchase decisions. The one we really care about is how much visual creative supports omnichannel consistency, and THIS is why you need to find a solution to the challenge.

On the podcast we had global marketing expert Katie Reiffstein-Rimoldi from Campari say:

The question is not about making great creative. It’s about making great creative that is relevant at every touchpoint, across every channel, on a global scale.

Whew.

Tall order huh?

How do you solve this challenge? We’d love to know.