On a recent trip to the bush it occurred to me that for all creatures other than birds, the best strategy for survival in the wild is to keep dead quiet. Making noise attracts the attention of predators which inevitably leads to a brutal and premature death.
I pondered whether a strategy of silence has any merit in the competitive world of brands where the generally accepted rule is that those who make the most noise, win. Spending large sums to make a lot of “noise” via the media is still generally accepted as being the best way to build a brand. At face value, quietly going about your business and consciously staying off the radar doesn’t seem like much of a marketing strategy at all.
Yet amidst the cacophony of advertising in the world, there are silent brand giants out there who do just that. When last did you see or hear any advertising for Rolls Royce, Ferrari, Google or facebook? It’s not true that you have you make a lot of noise to cut through the clutter and be noticed.
Now we know that consumers don’t like advertising and we know that millennials and generation Z’s in particular don’t consume traditional media (or consumer very little), so maybe keeping quiet is becoming increasingly important. Perhaps it’s more important to be seen and not heard. Come to think of it, it must be better for a brand to be seen to be actually doing things rather than a brand that simply shouts what they are capable of to the world at large. It’s a case of “stop telling me how funny you are and get on with making me laugh”.
Brand Atlas provides clear insights about how the internet has changed the rules of marketing communication. Consumers are just not as involved with traditional media (both print and broadcast) as they used to be, and each year they are becoming less and less involved.