No, it’s not a typo. It’s ‘think’ backwards.
And it’s how we solve problems, create memorable branding, engaging campaigns, and convincing content.
Thinking backwards is our methodology 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…
Effective creative requires a ride on the limbic express
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This 200-year lie about Napoleon’s height can help you kill your competition
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McD’s ‘raise your arches’ raises an important brand lesson for marketers
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3 things Sesame Street perfected, that’ll transform your content marketing
3 things Sesame Street perfected, that'll transform your content marketing Like good ol' Elmo, I'll keep this article short and sweet. At the time of writing, Sesame Street has aired 4,561 episodes (which according to one Reddit user, would take ...
What’s your marketing’s S.T.A.R? And why does it matter?
What’s your marketing’s S.T.A.R? And why does it matter? Looking back, I was quite the brand ambassador as an 80's kid. I vividly remember repeatedly reciting the likes of; "They're grrrrrrrrrrreat!" "Makes the milk choc-latey" "TRRRRRREEEEEEOH! TREEEEEEEeeeeeOH!" These propositions caught ...
The best advert during coronavirus? Probably!
Despite them barely knowing me, never have I received so many emails from brands telling me “we are here for you in these unprecedented times”. Some may call it solidarity or empathy but I think we all recognise these countless ...
Do you suffer Maker-itis? Manager-itis? Or both-itis?
I’ll admit, this is a rather impromptu blog. I usually painfully procrastinate and overwrite them (not that you’d notice I’m sure), but this one comes as a reaction to an apple-to-the-head revelation to an ageing problem I’ve never been able ...
A lesson in separation and never leaving the office idiot in charge of marketing
To protect the innocent, certain names and organisations have been withdrawn or changed, but rest assured, what you are about to read... is 100% true. While this article’s image somewhat gives away the punchline, do bear with, as I think ...
Want to make killer marketing videos? Use the assassin approach.
Fear not, this isn’t another article selling the virtues of video marketing. We all know that’s a given. But what we should focus on is the approach and type of video which provides the best long term value. After all, ...
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!