Whenever I reflect on the current landscape for brands, I can’t help but feel a sense of urgency. When I first stumbled across recent studies showing that about 75% of today’s brands could fade away overnight with barely a ripple of concern from their customers, it really hit me: we can no longer rely on old-school brand image tactics. In a time like ours—where we’re drowning in media and every second of attention counts—just being visible isn’t enough. We have to aim for something more: real, meaningful brand impact.
Listening to friends, colleagues, and even my own experience, I notice that people are no longer drawn in by slick images or slogans alone. What we crave are brands that actually speak to who we are and what matters to us—our principles, our dreams, the challenges we face. Building these deep connections doesn’t just happen by sticking to familiar marketing strategies. It takes guts, a willingness to experiment, and, most importantly, the courage to move beyond our usual comfort zones.
This idea came up again in a recent discussion at Advertising Week, where leaders from across industries weighed in. What stood out to me was how “impact” looks different depending on the brand. Audi, for instance, approaches impact by aligning its core purpose with bigger values that elevate all of humanity. Meanwhile, companies like Pernod Ricard see it as a blend of profitability, sustainability, and staying competitive in the market. The unifying factor? The most successful brands are the ones that invite us to believe in their vision—not just buy what they sell.
But I think it’s important not to confuse real impact with lofty, disconnected ideals. The most effective purpose-driven marketing speaks directly to what customers want and need. I’m always inspired by brands like Harley-Davidson, who have built their purpose around fueling the rebellious spirit—empowering people to live boldly and make their own rules.
Looking back on my time at Full House Partners, I’d argue that creativity is what sets brands apart now. It powers innovation, gives real depth to a brand’s purpose, and sparks genuine connections with people. We’ve seen over and over that pairing creative thinking with smart, data-driven strategies is what pushes brands ahead of the pack in today’s hectic marketplace.
If there’s one lesson I keep learning, it’s that staying comfortable might feel safe, but it ends up stifling growth and originality. As agencies and marketers, we have to keep challenging ourselves—and our clients—to move past what’s expected. Whenever we help brands take risks and put creativity first, that’s where the real magic happens. Engagement deepens, and sustainable growth isn’t just possible—it’s inevitable.
So here’s what I keep telling myself and my team: playing it safe is the quickest path to irrelevance. Whether you’re launching a new brand or trying to re-energize one that’s been around for decades, insist on creativity, chase authenticity, and never settle. The only way I’ve seen brands make a genuine impact is when they’re willing to step outside what’s comfortable and familiar, and dare to reinvent themselves.