Brands that Succeed are Those that Prioritise Solving Real Problems over Chasing Fleeting Trends
In the world of marketing, we’ve long romanticised the notion of the “Eureka moment.”
Those flashes of brilliance, where the perfect idea strikes, are often celebrated as the cornerstone of successful campaigns.
But what if we’re focusing on the wrong thing?
What if, instead of falling in love with ideas, we need to shift our attention to problems?
The Idea Obsession Trap
Ideas are seductive.
They’re shiny, exciting, and full of promise.
But ideas without a deep understanding of the problem they’re meant to solve can lead to campaigns that miss the mark.
Think of all the viral campaigns that gained attention but failed to connect with their target audience.
The issue isn’t the lack of creativity; it’s the lack of relevance.
Take, for example, the infamous Pepsi ad featuring Kendall Jenner.
The idea was bold: a global message of unity and peace.
But it failed spectacularly because it didn’t address the complexities of the social issues it tried to represent.
The result?
A backlash that highlighted the campaign’s tone-deaf approach.
Start with the Problem
The most enduring campaigns are not those that began with a big idea but those rooted in a profound understanding of a problem.
This approach shifts the focus from what’s trendy or clever to what truly matters to your audience.
Consider Nike’s “Just Do It” campaign.
It wasn’t just a catchy tagline; it was a solution to a problem.
People needed motivation to push through self-doubt and embrace their inner athlete.
By addressing this universal challenge, Nike created a movement that transcended sportswear.
The Problem-Led Process
Identify the Core Issue: Start by asking, “What’s frustrating, inconvenient, or unsatisfying for our audience?” Use data, surveys, and direct conversations to uncover genuine pain points.
Empathise Deeply: Immerse yourself in the world of your audience. What keeps them awake at night? What aspirations do they struggle to achieve? Empathy is the bridge to relevance.
Frame the Problem: Clearly articulate the problem in a way that resonates. A well-framed problem inspires better, more impactful solutions.
Test Solutions: Before falling in love with a particular idea, test it against the problem. Does it address the issue effectively? Does it add real value?
Iterate Relentlessly: The first idea is rarely the best. Keep refining until the solution aligns perfectly with the problem.
Falling in Love with Problems
This problem-first approach doesn’t mean creativity takes a backseat.
On the contrary, it ensures that creativity is purposeful and impactful.
When you fall in love with problems, you’re not just brainstorming; you’re solving.
And that’s where the magic happens.
One brand that exemplifies this philosophy is Airbnb.
The company didn’t set out to create a global travel phenomenon.
It began with a problem: how to help people find affordable, local accommodations.
By addressing this specific issue, Airbnb revolutionised travel and hospitality.
Why This Matters Now
In an era of information overload, audiences are more discerning than ever.
They can spot hollow ideas from a mile away.
Brands that succeed are those that prioritise solving real problems over chasing fleeting trends.
Falling in love with problems also fosters a culture of resilience and adaptability.
Problems evolve, and so must your solutions.
By staying problem-focused, brands remain relevant, even in a rapidly changing landscape.
A New Creed for Marketers
The next time you gather your team for a brainstorming session, resist the urge to start with, “What’s our big idea?” Instead, ask, “What’s the problem we’re solving?”
This simple shift can lead to campaigns that not only captivate but also create meaningful impact.
In the end, the best ideas aren’t those that shine the brightest.
They’re the ones that solve problems so well that people can’t imagine life without them.
So forget about ideas. Fall in love with problems. The rest will follow.
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