The toddler parenting hack every risk-averse marketer should know
Here’s how to reframe concerns over change and uncertainty to highlight the opportunity as well as the danger.
On countless occasions, brand leaders turn to PR agencies and ask to be pushed out of their comfort zones—to help the brand be bold, to be differentiated, to create meaningful experiences.
They grant our creative and account teams carte blanche to ideate a buzzworthy campaign to grab mindshare (and wallets) in a crowded marketplace, a strategic platform to bring cultural equity to amplify a brand’s profile, or a clever activation to reinvigorate a heritage brand. Too often, initial excitement for a concept turns into cold feet because the idea feels “too risky.”
I know this feeling. As a first-time mom during the pandemic, I had to embrace the uncomfortable to help navigate unprecedented times for my new family. Similarly, marketers are emerging from recent events trying to figure out how best to guide brands forward and resume proactive programming while safeguarding reputation and profit. Brand managers want to offer support, not jump on the bandwagon; to impact, not offend; to connect, not dictate.
I hear this every day from brand leaders. So, if risk is crucial for growth, how can today’s marketers warm their feet to the risks worth taking?
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