Why you?

– Question. What are you offering? What’s interesting?

– Well, we help brands build identity.

– I know what marketing is… but why you?

– There is a saying. “People don’t want a drill, they want a hole”. But the advertiser wants to sell his drill. We try to understand the need. And then we tell them stories they can feel are their own. This resonates in the buzz of the internet, where millions of mouths whisper to us and millions of eyes watch us. Because that’s what people need. Not a product. Empathy. Connection. Community.

The words in a scene from the film Afraid of MI 2024 capture what it means to give a brand a real identity (and why I chose this profession). It’s not just about offering a product, but a feeling, a community. After all, the audience is not just buying a product.

Advertisers often just want to sell their ‘drill’, but the real question is how to create a connection that goes beyond the product. That makes you choose more than just once!

This is where marketing becomes an art. It’s when you don’t just blast a message into the ‘buzz’ of the internet, but tell stories that people can feel are their own.

What really matters? Empathy, connection, community.

How do you think a brand can be truly people-centred? What do you think makes messages really authentic?

Aletta Nagy-Kozma