In our industry, we tend to measure what's easy. But just because something can be measured more easily, doesn't mean it performs.

The past two decades have been a golden age for advertising technology. This time has given rise to mainstream digital advertising, programmatic, trading desks, data, performance marketing, metrics, analytics and a myriad of other tools designed to drive effectiveness. But during this period of technological innovation, these sugar-coated, short-term activations have narrowed our focus, causing advertising effectiveness, creativity, and long-term brand building to fall desperately short.  

For too long, there's been too much focus on building better hunting traps when nobody wants to feel hunted. Pop-unders, spam, interruption, click-bait, fake news, data abuse, media fraud, and so many more tactics have led to the glut of advertising that goes mostly unnoticed, which is leading to ineffectiveness, waste, and brand erosion. 

Has the Pandemic washed our hands of creativity? 

During a time when brands have an opportunity to stand apart, it appears our lack of creativity as an industry has brought them closer together. 

Across the globe, we have seen the big brands and big agencies produce a swath of COVID-19 response advertising. While I commend those involved in reacting so quickly, our short-termism and narrowness of focus have washed so many brands of creativity and distinctiveness during COVID-19. 

There's no such thing as a static market. Consumers are constantly evolving, technology is forever changing, culture is continuously growing, and product enhancements are never-ending. To keep up with these shifting sands, brands need to rebrand to maintain their relevance and performance occasionally.    

A good brand communicates what your company does. A great brand communicates how and more importantly, why your company does what it does. A great brand builds credibility and motivates your customers. And like you, a great brand evolves, consistently and methodically over time, to persevere and retain relevance. The goal, of course, is to strive to be a great brand, one that can stand the test of time, but also be strong enough to lead the evolution of those around them.