*Cosmetics Vision Special*

Time for brands to look outside the box

By Andrew MCDOUGALL contact

- Last updated on GMT

Related tags: Marketing, Advertising, English-language films

When it comes to marketing and advertising, brands need to abandon the pre-existing rules that their categories have, and focus on engaging with the consumer and their needs.

Cosmetics Design spoke with marketoonist Tom Fishburne at the recent Cosmetics Vision event in Cannes, who made this point after a session of inspiration and idea-making.

According to the man who attended Harvard and worked at Method Products, Nestle and General Mills, brands are currently playing it safe.

“There has never been a better time to be in marketing. Brands are following the pre-existing rules for the categories they are in – when they should be really looking outside of this”​ says Tom, who has helped companies such as Unilever.

“Brands need to forget everything that has been learnt before and take a different approach. You need to approach an idea as a consumer would.”

In doing so, Tom says that focus is important, as brands should not look to appeal to everybody; instead focus on what the specific target group wants, as it creates a better connection.

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