Original Thinking: Why discernment is the most under-rated marketing tool

How good are you at saying no? That’s one of the questions we like to ask CMOs at the outset of working together.

In a world where marketing content is getting quicker and easier to create and the demand for volume gets stronger – thanks to changing algorithms and a fast-moving AI landscape –  the real challenge is no longer saying something, it’s having the discipline to be selective in what you say.

Iconic brands aren’t defined by how much they say, more so by what they choose to leave out.

Taking time to understand your brand DNA and set a framework that everyone within  your organisation knows, is one of the most valuable ways you can spend your time as a marketer. And not just creating a brand they know, but a brand they understand – they know what the brand sounds, looks and feels likes instinctively.

Editing has become an act of deliberate choice that turns communication into strategy.

At O we believe that is our number one role – to help you reach a defined strategy through discernment.

Original Thinking – 7 steps to success

Observatory

Our strategic programme always starts in The Observatory. Here we take a research-powered view to create an understanding of your brand from the inside out-and outside in.  

Inside-out discovery allows us to get to know your people, brand vision and mission, purpose and values to determine your unique personality and tone of voice.  

Outside-in discovery uses research to understand evolving audience culture, sub-cultures and playgrounds – leading us to your Tribes, where values and behaviours-driven targeting, allows us to segment audiences by shared beliefs and ensure your brand messaging matches not just your DNA, but their genuine  motivations.

Originality

Every brand lives in the real world, so this strategic stage takes your brand DNA and aligns it with culture – moving you away from generic monotony to a distinctive POV and TOV that aligns with what you and your audience actually care about.

We will define what cultural space the brand owns, how it behaves within it and what and who it aligns with, then double down on that in your content strategies – we help you always be clear on who you are.

Orbit

Now we put your brand at the centre of a community of fans, mapping their orbit around your brand values and purpose. From customers, stakeholders and brand partnerships, to media, creators and influencers in your space – we ensure your communications channels reach and engage the right people and look at the nuances of your messaging for each audience.

Omniverse

We will build your visual brand world from social content and OOH campaigns to retail experiences and activations, where every touchpoint builds your narrative and is recognisably you to the audience.

We’ll develop a unified messaging strategy to support your content planning and ensure consistent storytelling across every channel.

Instead of fragmented campaigns, Omniverse ensures consistency of storytelling at every customer touchpoint.

Opinion

Opinion is becoming a lost art, so we will help you craft a strategic approach to intelligent, original thought-leadership and cultural reaction.

Created for those who want to be challengers and category leaders in their field, not jump on every trend. Opinion will feed your owned channels and PR strategy and build your profile and share of voice.

Outreach

A digitally aware PR strategy that takes our decades of traditional media expertise into the world of Ai search. Built to make you visible and discoverable but always crafted intentionally to make what you say worth hearing and protect your brand. No cheap links here – just intelligent, long-term brand building communications.

Oracle

Finally, we believe our job is to give you the foresight and readiness to weather any storm – as your brand partner, we build a comms strategy ready for anything. With the real risk of threats from cyber and Ai, we prepare you for fast-moving reputational risks, fake news, backlash on social, ethical supply chain exposure, influencer missteps, or AI-generated disinformation – giving you the confidence to lead boldly.

Let’s Talk

To find out more, get in touch with us.