Published
Author
Lucy Kirkwood
FORGET "THE FORMULA"
FORGET "THE FORMULA"
No backup dancers. No elaborate set. No costume changes. Just him and a MacBook, scrolling YouTube on the biggest stage of his life (you already know who I’m talking about). People came expecting a performance. Bieber gave them something deeper and more real - every version of himself, unfiltered. His fans were completely undone - phones must have overheated, “I’m screaming” surely took over the internet.
The brands people are obsessed with do the same thing. Following “the formula” doesn’t build devotion - it builds something as good as every other brand that followed it. It tells you to play it cool. Be nonchalant. God forbid you’re cringe. Don’t try too hard.
The ones who break through decide to be seen on their own terms. This is how we build with our clients - not handing them a template but pulling out what’s already theirs to own. The story, the nuances, the weird, the things that can’t be replicated. That’s what people come back for.
Siri play “Yukon”.
No backup dancers. No elaborate set. No costume changes. Just him and a MacBook, scrolling YouTube on the biggest stage of his life (you already know who I’m talking about). People came expecting a performance. Bieber gave them something deeper and more real - every version of himself, unfiltered. His fans were completely undone - phones must have overheated, “I’m screaming” surely took over the internet.
The brands people are obsessed with do the same thing. Following “the formula” doesn’t build devotion - it builds something as good as every other brand that followed it. It tells you to play it cool. Be nonchalant. God forbid you’re cringe. Don’t try too hard.
The ones who break through decide to be seen on their own terms. This is how we build with our clients - not handing them a template but pulling out what’s already theirs to own. The story, the nuances, the weird, the things that can’t be replicated. That’s what people come back for.
Siri play “Yukon”.
