Creativity, culture, and intellectual property are now at the center of what it means to build a brand in the Orange Economy. It’s no longer just for artists and entertainers, but rather it’s a way to be relevant within the marketplace and create value for consumers through creativity, because their attention has been divided across many platforms and traditional forms of advertising no longer work. As such, brands are learning that creativity isn’t just an aesthetic but rather an economic force for them as a marketer to differentiate themselves from their competition; it marks a shift in how marketing will occur, growth will come from having cultural relevance, building an emotional connection with consumers, and telling stories in a participatory way rather than just measuring how many impressions they had through a campaign for a traditional media buy.
Culture Over Campaigns
In this Orange Economy, culture is more important than campaigns. Consumers purchase products based on their values, identity, and community; therefore, brands that incorporate music, fashion, gaming, regional stories, or subcultures related to the internet will have a level of organic relevance that is impossible to replicate with a traditional media buy. Rather than interrupting conversations, successful brands participate in conversations with consumers. Marketing is less about being visible at a certain point in time (having an impression), and more about being present in culture for an extended period of time (having a long-term relationship). As such, brands will act as contributors, rather than solely as broadcasters of their marketing message.
Creators as Strategic Partners
Influencers, artists, designers, filmmakers, and independent creators are no longer just amplifiers; they are now strategic partners. They help create the overall voice of the brand and shape perceptions about the brand in the Orange Economy. They provide value beyond just the number of people they can reach; they provide credibility and creative intelligence. When brands include creators in the early development of a concept (during the ideation phase), they are able to create authenticity rapidly; and as a result of this shift, the era of transaction-based influencer marketing has come to an end and the rise of creator partnerships has begun.
Stories Drive Attention
In an era where our attention span is declining, storytelling has always been more successful at capturing our interest than advertising slogans. The Orange Economy’s success is based on storytelling that generates emotions, nostalgia, aspirations or a sense of belonging. Storytelling can help companies tell the real story behind their product – whether that be through an entrepreneur’s journey, cultural insights or user-generated stories – and help them stand out from other businesses without being too loud. A good example of how this can work for a company is that many people will scroll past their product advertisements, but will stop scrolling when they see an emotional and/or meaningful story about another person.
Experiences Build Recall
Experiences are replacing traditional advertising methods and creating memories for consumers. Companies that provide their customers with experiential opportunities – such as pop-up shops, concerts and interactive content that takes place digitally or in real-time (e.g., «virtual events») – rather than just traditional advertising will be rewarded by today’s consumers. Experiences produce memories because they are created through real-life experiences; experiences are shared and they can be remembered. When consumers see an ad, they will forget it within seconds (if not sooner); therefore, when brands provide experiences for consumers to enjoy, those brands will stay top-of-mind for all of the time after the experience occurs.
Co-Creation Builds Trust
Trust is created through participation, and in the Orange Economy, co-creation encourages participation. Participating in the development of a product, media or brand message is an example of co-creation. When consumers feel that they have contributed to a company’s success, they will have increased loyalty towards that company’s products and services after participating in co-creating the company; thus, participating in co-creating Media Content, developing brand campaigns with the help of the consumer and sharing consumer-generated content are examples of how co-creation can help to create trust for the consumer. The use of co-creation also changes the power dynamic for companies, allowing consumers to transition from an audience to an active participant in developing the company (brand).
Creativity as a Business Asset
At its root, the main change happening is acknowledging creativity as an essential business asset. In this new era of the orange economy, how we use creative thought impacts product innovation, employer branding, customer experience and brand valuation over time. When a brand invests in talent, cultural insights and intellectual property through committed and consistent creative resources, they create more sustainable competitive advantages that are much harder to replicate. Creatively driven differentiation is now an essential element of a brand’s ability to succeed in the long run.
The Bigger Picture
The Orange Economy for both brands and marketers is less about chasing trends and more about being relevant in a culture-driven marketplace. For those brands that use creativity as a form of strategy rather than just decorative design, they will influence conversation, build rapport and remain culturally relevant. Creative fluency—not volume—will be the hallmark of today’s leading brands.
(Views are personal)
