In today’s fast-paced and ever-evolving digital landscape, brands are facing unprecedented challenges when it comes to growth. The traditional methods of advertising are no longer as effective as they once were, with oversaturation of ads, algorithms, and increasing ad avoidance making it harder for brands to reach their target audience. However, there is a deeper issue at play – the industry’s reliance on short-term campaigns and moments that lack longevity and fail to engage consumers on a deeper level.
To truly achieve enduring growth, brands need to shift their focus from pushing out messages to pulling people in. Instead of disrupting, they need to earn attention. And instead of creating campaigns, they need to build worlds. World building is the key to creating a lasting connection with consumers, as it allows brands to integrate different facets of marketing and media into a cohesive and evergreen ecosystem.
Take the example of Barbie, whose success extended beyond the box office with over 100 licensing deals, or HBO’s The Last of Us, which expanded from a video game to a hit show with a larger ecosystem of fandom. By building worlds that resonate with their audience, brands can create a sense of community, culture, and commerce that drives engagement and loyalty.
One of the most powerful aspects of world building is when different worlds collide. Ryan Reynolds, for example, seamlessly integrates his various businesses, such as Aviation Gin and Mint Mobile, into the world of Wrexham FC. By creating these interconnected worlds, brands can leverage their existing assets and partnerships to create a more immersive and engaging experience for consumers.
World building is not limited to Hollywood; it is a collaborative effort that involves communities with shared values, aesthetics, and culture. By investing in social circles and micro-communities, brands can ignite these communities and foster authentic connections that go beyond traditional influencer marketing. This approach allows brands to champion subcultures and niche communities that may not be in the mainstream but have dedicated and loyal followings.
In a world where monoculture is dead, brands must adapt to the fast-paced and ever-changing landscape of culture and marketing. Moments are fleeting, and culture moves at breakneck speeds, making it challenging for brands to keep up. However, by staying true to their core values and embracing their brand’s origin story, marketers can unlock a set of behaviors that provide value to different worlds.
To start building worlds, brands should create a balanced portfolio of audiences, harness signals from social mining and data, integrate commerce from the start, and design for interconnection. By creating shopworthy experiences, collaborations, and content that lead to conversion, brands can create powerful strategies that modernize marketing for the social era and unlock a new age of growth.
In conclusion, world building is the key to achieving enduring growth in today’s competitive landscape. By creating immersive and engaging worlds that resonate with their audience, brands can foster a sense of community, culture, and commerce that drives loyalty and engagement. It’s time for brands to move beyond traditional advertising methods and embrace the power of world building to create lasting connections with consumers.