Brand Building Ego Death: Can You Accept You've Lost Control

The old models of brand building provided the necessarily messy process of creativity- an illusion of control. 6-12 month processes to get to a single ad. Multiple rounds of creative testing and approvals to de-risk investment. Ad buys that ensured the whole thing was too-big-to-fail.

Maybe this worked when 90% of the population was tuned in to the same 3 TV channels, and the messaging only moved in one direction. But in the new media environment, brands no longer own the path to the consumer, and we no longer control our narratives - only how we respond to them.

Eugene Healey, Brand Strategist, explores what happens when we learn to let go of the fantasy of total control. How to learn to trust communities more than committees, to trade rigid roadmaps for adaptive instincts, and how to orchestrate an enormous amount of consistent executions without smothering creativity in the process.

Plus, hear from marketing leaders, Lyka's Brand Director, Cassandra Do Carmo & Bouf's, Head of Brand, Lauren Cain (Formerly at tbh skincare).

Can you kill your ego dear marketer, you might just be reborn?

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