Braver Together: collaboration as a growth blueprint
Stormzy & Banksy (not my photo)
Last Wednesday the Marketing Society held their ‘Braver Together’ conference. It was the day before lockdown 2.0 in England but despite all attendees being distant, it was a day that provided a refreshing perspective on our situation, our current limitations and an optimistic viewpoint that as an industry we are better and braver together.
Collaboration was at the centre of the conversation - bringing together brands, innovators, technology, people, audiences to create something amazing - whether that be building the Nightingale Hospitals or building the real foundations to champion BLM in organisations. However, there was an understanding that collaboration doesn’t come naturally to most established brands. Marketing is naturally competitive - competition for audience attention, share of voice, share of wallet, a place in the audience's heart.
Two highlight sessions of the day came from Adam Morgan of Eatbigfish and John Willshire of Smithery. They both discussed the merits of opening up to the opportunities presented by collaboration and having conversations outside of the ordinary.
Adam described a new generation of marketeers, termed ‘Integral Collaborators’ who fundamentally understand that future business success depends on interesting and mutually beneficial collaborations; the ‘leg up mentality’ of YouTubers to gain audiences translated into brand growth strategies. From Ford & VW sharing technologies to gain global competitive advantage to Newcastle Building Society’s co-location in local libraries there are increasing examples of positive collaborations. (in my local community over lockdown2.0 our brilliant florist has teamed up with the next door butchers shop in order to keep trading). Most interesting was the ‘remix philosophy’ - collaborating across categories to create a different kind of proposition, a different kind of product. Collaborations that help to kick down doors, refresh relevance and spark conversations - the arts and music worlds are adept at this - think Stormzy and Banksy who have been nominated for a major design award for their stab proof vest.
John Willshire delivered another angle on collaborating - as a part of his “Zenko Mapping” model. Ensuring that input, views and collaboration is baked into developing projects to ensure that you always do ‘the next right thing’. Shapeshifting foxes (Kitsune) provided the metaphor for evolving outcomes through a non linear process. All delivered by John through a refreshing non linear zoom journey which took us via his office, woodlands and babbling brooks.
The Marketing Society is bringing brave marketeers together, encouraging the positive collaboration which will be the key to brands re-emerging from the current covid situation and recession. Braver together, stronger together and looking forward to the positive partnerships that the next 12months will bring.
