There are over 50,000 strategy books listed on Amazon and Google has indexed over 14 million links to “brand strategy”. So, first off, I want to say thanks for reading this needle in a haystack.

Secondly, I predicted that Germany would beat Uruguay 2-1 in the World Cup Final, so that tells you all you need to know about my crystal-gazing skills.

This last point is incredibly important because I’m about to share a bunch of predictions for 2023. 

You’ve been warned. 

My three predictions relate to that grey and murky intersection between creativity, culture and brands, a space that has preoccupied most of my adult life. 

  1. The principle of listening 
  2. The pursuit of originality
  3. The power of verification
  • The principle of listening 

I appreciate that it’s a little anti-climactic to start my 2023 predictions with the idea of listening, and you’re right in thinking this is more a wish than a prediction, but such is life. 

This isn’t the first time I’ve spoken about this, but little seems to have changed and I feel that we’re reaching an inflection point. 

We all know the 7 second goldfish attention span isn’t true (see point 3 below), and there is no evidence that our own attention spans are shrinking, but we are being distracted more.  By ourselves and our need to be heard.  We are the distractors.  

Agency culture rewards and encourages extroversion and exhibitionism, and business is done through the power of words.  And don’t get me wrong, this is an important part of our world, but it’s listening and the listeners that truly make a difference. Because only when we listen can we better inspire others, solve problems and build original ideas (see point 2). And if we focus on hearing more than being heard we can be one less distraction. 

So, before the year is out, seek out the introverts and make them a key part of the creative process for 2023.

  • The pursuit of originality 

Our brains are hardwired to pick up the new and the original; anything novel triggers a release of dopamine. In other words, new things make us feel good. Which is why there’s nothing more dispiriting than hackneyed, predictable and unoriginal creativity. Every project is an opportunity to shape culture and make a meaningful impact (I see you naysayers at the back) but that is wasted when we push the same old tropes, clichés and uninspired thinking.

What’s more, creativity is the 2nd biggest multiplier of advertising profitability (Kantar) and its positive impact on business and brand is irrefutable; it’s one of the biggest drivers of long-term brand health and sales. This makes original and fresh creativity the best tool to protect the brand from inflation-eroding value perceptions that are likely to traumatize marketing departments throughout 2023. 

However, it’s easy to default to what you know, especially when it predictably bags some metal along the way, but you should be worried about brand health, sales and the value of creativity if every big idea feels like a rinse and repeat job. The excellent “Creativity in Crisis” by Les Binet and Peter Field shines a forensic light on this problem. Read it if you haven’t. 

Originality is hard, it comes from a place of rejection, it requires people to overcome biases and it needs a safe space, but for the sake of commercial effectiveness in 2023 make sure it’s your north star.  

  • The power of verification

Remember that campaign by McDonald’s where it tackled the myths around the brand? 

I fully expect this to be par for the course for most brands over the coming year(s). 

The rate at which misinformation can take hold is alarming. This is no surprise. What is surprising is the speed at which this becomes a belief and a point of conflict. 

The boomerang effect on steroids.  

Brands have always been scrutinized by consumers but the level and degree to which this plays out in real-time-all-the-time is changing, that’s why I believe the power of verification will be an interesting development in 2023. 

The ability to instantly verify and authenticate the brand and all those things that orbit its world will become an important tool for people as they seek to qualify the things claimed and offered.  This will help control and shape the narrative and protect the brand from unhealthy discourse arising from misinformation. 

It will stop audiences splintering into tribes, each one vehemently disagreeing with the other. 

For sure this is nascent, not all brands will be impacted by it, and it may only occur on themes with a societal impact such as ESG initiatives, but the ability to respond to, tackle misinformation and verify aspects of the brand and its behavior beyond crisis PR and traditional communications will be vital to positive consumer connections next year. 

If the brand is claiming to make a difference, be ready to prove that difference in 2023.