Branding in 2018: the year of paradox
I predict that 2018 will truly be a year of paradox – one in which marketers, strategists and creatives alike will need to be increasingly cognisant of the balancing act required to engage with consumers.
Eccentric American novelist Tom Robbins famously wrote: “If complexity doesn’t beat you, then paradox will.” As we begin a new year, I find myself reflecting on the truth of this statement today. Since starting my career as a strategist 13 years ago, I have witnessed immense change and complexity – not only in our industry, but also in our country and society at large. At the same time, seeing anomaly as inevitable, I can only marvel at the sheer paradox that is our world in 2018. As social networking has increased, so, too, has social isolation. Amid a “wellness revolution” marked by greater access to health-related information and astounding medical advancements, the global burden of chronic disease is rising. And, while technology promises improved efficiency and productivity, research indicates, ironically, that people are working longer hours than ever before. In a world of incongruity, I predict that 2018 will truly be a year of paradox – one in which marketers, strategists an...
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