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Renee Ballard

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Up until the late 1980s, before the big crash(es), it was all the rage in marketing for companies to tell us how great they were, how great their product was, and if we bought their product, by proxy, our lives would be great too.

When the 1980s came to a close, we swung from the everything-to-excess 80s to 90s minimalism and grunge. Supermodels were launched, celebrity-mania kicked off, and mass-production went nuts.

Twenty years on, the pendulum swung away from mass-consumerism and the hipster movement came in  with the return to the handmade, the bespoke, the tailored and the authentic. After 100 years of faceless production post the industrial revolution, all of a sudden we want to know where do our tomatoes come from and who knitted that Lenny Kravitz-sized scarf?

In the marketing world, the ‘how’ behind the ‘what’ now has equal footing. The history of a company and how it got here has become much more important than just selling wares. We are looking for connection and a company’s provenance tells us where they’ve been and what they stand for.

Sharing your history with your target audience gives them the chance to see what you’re made of. How you got here, what problem did you have, how did you solve it, and how can you help them solve the same problem? Sharing the journey you made from problem to solution is exactly what resonates with people who have the same problem and are looking for a solution. Tell us the story of how you got here, post by post.

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