Why you should look backward to move forward

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The world of marketing has an unhealthy obsession.
It loves to obsess over the next & the new.
Whilst all too quickly, disregarding what has gone before it.

Yet as the world moves faster than ever before.
As people’s lives become distracted.
By feeds filled with an endless flow of clickbait & content.
Looking & learning from the past may be the most powerful thing of all.

Why?

Well, in this chaotic, always-on & distracted world one thing will help you win more than most. It is a ‘thing’ that the fastest growing brands of today, get better than most. What is that ‘thing’? Only the oldest yet most effective tool humanity ever invented.

Stories.

Liquid Death does so many things right. Yet when you peel everything away and boil everything down, something becomes remarkably clear. It’s the brand’s powerful story that underpins its success. A story that separates it from the competition, builds fame and unlocks growth. A story that plainly and simply sets out to say “We exist to murder plastic bottles”

Liquid Death is far from alone, however. Many of the most iconic & successful brands of our time understand the power of stories and relay them eloquently.

• Red Bull - “We exist to give people wings”

• Lego - “We inspire the builds of tomorrow”

• Apple - “We make tools for creative minds”

Stories are powerful because, in a fast-moving & distracted world, they give you focus and clearly land in consumers’ minds what you are about.

So the next time you come across someone selling you the ‘new’ or spouting off buzz words, remember this.

Stories will always be there.
Stories we will always win.

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Expect big thinking & small typ0s because i'm #MadeByDyslexia 

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Will Poskett

Co-Founder Defiant

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