When the world shifts, it pays to be agile.
The brands winning this week aren't the loudest. They're the ones using the moment to reinforce their story.
La Roche-Posay handing out suncream at Wimbledon. Skincare brand, hot day, obvious fit.
Del Monte giving tennis fans free 'fresh cuts' (haircuts), and fruit (assuming mostly strawberries) in the queue.
Neither ran a bigger campaign. They just turned up where people already were, being unmistakably themselves.
Neither ran a bigger campaign. They just turned up where people already were, being unmistakably themselves.
And that's the bit most of us get wrong. Chase every trend and you just look busy. Pick the ones that fit your story, and you look like you meant it.
So before you leap on the next trend, ask two things.
Is this useful to someone right now?
And does it actually fit your story?
Trends pass. Stories stick.
The bigger picture.
Every brand has something worth saying. The challenge is helping the right people hear it. If you're wrestling with that too, we'd love to have a conversation.