No, it’s not a typo. It’s ‘think’ backwards.
And it’s how we create memorable branding, powerful value propositions, and convincing content.
Thinking backwards is a methodology designed to differentiate brands, increase engagement, and ultimately create marketing that doesn’t feel like marketing.
Thinking backwards staged a heist to make coach holidays desirable to younger travellers, helped marketers master their merch, explained to business decision-makers that work is a verb not a place, and influenced high-net-worth audiences to buy speakers they can’t see.
So why do we think backwards?
4% of marketing is remembered positively.
7% is remembered negatively.
And 89% isn’t remembered at all.
Most marketing fails because it’s conceived from a starting point of “what does the business need to communicate”. This results in dry, feature-led comms that bores audiences. We don’t work forwards like that. We never have. Never will.
We work backwards.
Because when you work backwards from the harsh reality that 96% of marketing fails, you have a far better chance of producing the 4%.
Regardless of the creative brief, we work backwards by using strategic thinking and asking high benchmark questions like “how can we entertain to educate?”, and “what content will best inspire and change behaviours?”. And as the following link demonstrates, working backwards from important questions like these creates work that works.
We encouraged Londoners not to miss their Covid-19 vaccine
We comforted Covid-hit SMBs with ‘work is a verb, not a place’
“What Baz delivered was stunning. Recognisably the same business, but with a new lease of life and relatable, simply-explained storytelling”
Christopher Smith, Director, Vibrant Colour
Our creative won the pitch for Spurs’ new stadium experience
We created a positively lovely rebrand for a positively lovely bunch
Book a free 45min consultation today
Whether you’re project-ready, still writing your brief, or you’ve got a marketing challenge that’s bogglin’ your noggin, book a free consultation with Creative Director, Baz. And truth be told, it’ll probably go over an hour. We’re creatives, not a clock-watching cabbie.
We’ve produced work for
Some of our thoughts…
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Want to know more about how Strategic Thinking changes marketing? Curious as to what Commercial Creative can do for you? Or just fancy a chat about your marketing challenge? Pop your question and contact details in the form and we’ll get back to you in a jiffy!