In a world enchanted by the allure of data, the marketing realm often finds itself ensnared in a web of logical, number-driven strategies. The seductive whispers of data promise a clear pathway through the murky waters of market dynamics.
However, Rory Sutherland offers a daring proposition: "It doesn’t pay to be logical if everyone else is being logical."
This seemingly rebellious idea beckons marketers to step out from the shadows of data-dominated strategies and embrace the realm of the illogical, the unconventional, and the human.
The fortress of logic, as fortified by heaps of data, often provides a comfort zone for marketers. A well-laid out dashboard, adorned with charts and graphs, holds the appeal of a predictable, approved course. Yet, as explored in the thoughtful piece ‘Beyond the Dashboard,’ an over-reliance on data can sometimes blind us to the broader truth, obscuring the essence of market dynamics.
It’s a risky venture, stepping outside the defined lines of logic in marketing strategies. A misstep in the domain of the illogical could potentially draw the dreaded ire of disapproval. It’s a concern Sutherland also echoes—no one gets fired for a logical idea that went south, but venture into the illogical, and you may find the terrain quite unforgiving.
Yet, it's within this perilous terrain of the illogical that the seeds of groundbreaking marketing strategies are often sown. When a sea of logical, data-driven campaigns floods the market, a vessel of illogical creativity can be the beacon that guides curious minds towards your brand.
Take, for instance, the following marketing campaigns; Old Spice’s “The Man Your Man Could Smell Like” campaign, or the bizarre yet unforgettable Cadbury's Gorilla ad — these didn’t follow a linear path of logic but instead danced to the tunes of creativity and unorthodoxy.
The essence of Sutherland’s proposition isn’t to abandon logic but to challenge the notion that it's the only lens through which marketing strategies should be viewed.
It's about understanding that alongside the structured, predictable road of logic, there exists a less trodden, potentially rewarding path of illogical creativity.
So, the next time you find yourself amidst a marketing brainstorming session, dare to peer beyond the dashboard, beyond the veil of numbers, and into the landscape of illogical, yet profoundly human, creativity.
Who knows, the gateway to marketing brilliance might just lie in the heart of the illogical.
T3B
