Imagine if the most important thing about a Ferrari was its ability to park. Or if a chef’s reputation hinged on their skill at peeling potatoes. Useful? Sure. But is that why you’d part with your hard-earned cash? Not a chance.
This is what’s happening in marketing today. In 2024, the Ferrari of marketing—creativity—is being overshadowed by the potatoes of marketing: data and adaptability. Don’t get me wrong—these are crucial. But they’ve become so accessible, so democratized, that they’re no longer the differentiators they once were.
The real question isn’t whether you’re good at data or adaptable to change—it’s what you’re doing with that power. This is where creativity, fueled by storytelling, behavioral science, and community-building, takes center stage.
Welcome to the next chapter of the 3 Pillars Framework.
The Evolution of the 3 Pillars
When we first introduced the 3 Pillars Framework—adaptability, creativity, and data—in 2019, it addressed a pressing need. Automation and AI were on the rise, and marketers needed to master these tools to stay ahead. But as the playing field leveled, it became clear that these pillars were no longer the final answer—they were the foundation for something more.
In 2021, the introduction of the Behavioural Brand Blueprint built on this foundation, shifting focus to the human elements of marketing: behavioral economics, storytelling, and community-building. This framework recognized that while adaptability, creativity, and data remain essential, their role has evolved into enabling deeper connections and emotional resonance.
Pillar 1: Adaptability—Yesterday’s Headline
Generative AI has made adaptability so easy that even the laziest marketer can pivot faster than a caffeinated startup founder. It’s no longer a skill—it’s a utility, like electricity.
Take Ryan Reynolds’ Maximum Effort marketing company. They’ve turned adaptability into performance art, crafting ads that react to cultural moments faster than most brands can draft a brief. Remember their Aviation Gin ad that parodied Peloton’s viral commercial in less than 48 hours? That wasn’t just adaptability—it was creativity driving the bus.
Adaptability now serves as the foundation for creative excellence rather than being a differentiator in itself.
Pillar 2: Data—Insight Is the Start, Not the Story
If marketing in 2018 was all about “data-driven decisions,” marketing in 2024 is about data-literate creativity. AI tools have made insights so abundant that the challenge isn’t finding data—it’s figuring out which data actually matters.
For example, IKEA’s sleep campaign used insights from customer behavior to design experiential marketing that went beyond furniture. From sleep-focused pop-ups in major cities to creating playlists for better rest, IKEA didn’t just use data—they turned it into a story that connected deeply with their audience.
Data’s role today is to fuel the human-centric pillars of the Behavioural Brand Blueprint, ensuring campaigns are grounded in real insights.
Pillar 3: Creativity—The Great Differentiator
Let’s be clear: generative AI is amazing at creating content, but it’s terrible at creating context. It can churn out infinite headlines, but it can’t tell you which one will move hearts. That’s where human creativity steps in—and in 2024, it’s the great differentiator.
Consider Liquid Death, a water brand that feels more like a punk rock band. Their entire strategy revolves around flipping the script on what a water company “should” look like, crafting content that’s bold, irreverent, and completely unexpected. Sure, they use data to guide decisions, but it’s their creative audacity that turns heads and wins hearts.
Behavioral economist Dan Ariely famously said, “Humans don’t make decisions based on facts; they make them based on feelings.” Liquid Death understands this better than most.
The Behavioural Brand Blueprint: A Natural Evolution
The transition from the 3 Pillars Framework to the Behavioural Brand Blueprint wasn’t a rejection of data or adaptability—it was an acknowledgment of their ubiquity. In 2021, we shifted focus to behavioral economics, storytelling, and community-building as the true differentiators in an automated world.
By 2024, the Blueprint remains more relevant than ever. The brands leading the way aren’t just reacting to trends—they’re shaping them by focusing on emotional resonance and shared values.
Lessons from the Unexpected
- KFC’s Innovative Pivot During the Pandemic
- When COVID-19 forced the fast-food industry to adapt, KFC didn’t just pivot—they redefined their strategy. Instead of pushing fried chicken, they leaned into a cheeky “Finger Lickin’ Good” campaign, even pausing the slogan to acknowledge the pandemic.
- The New York Times’ Wordle Takeover
- By acquiring Wordle, the Times didn’t just bring a popular game under its umbrella—it reinforced its reputation for engaging, human-centric content.
- Heinz’s “Ridiculously Slow Puzzle” Campaign
- Heinz created a 570-piece puzzle that was nothing but red. Why? To capitalize on quarantine boredom with a campaign that was equal parts absurd and genius.
Looking Ahead
The future of marketing won’t be won by those with the most data or the fastest AI—it’ll be won by those who know how to make their audience feel something.
Data and adaptability will remain essential, but they’ll be the scaffolding, not the masterpiece. Creativity is what will transform tools into stories, insights into action, and customers into loyal advocates.
“In 2024, the race isn’t about who’s fastest or smartest. It’s about who’s bold enough to create something worth remembering.”
