Quit chasing fads and focus on the things that don’t change for your brand

It can be exceptionally tiring. Chasing what’s trending. Trying to find anything that can convince prospects that your brand has ‘rizz’. By the way, that’s Oxford’s word of the year. It beat out ‘Swiftie’. Which may be another trend your brand is chasing.

Marketers are exceptionally guilty of running off after the latest shiny thing. Whether that’s a trend or new tech (you have to admit we’ve gone a wee bit overboard claiming every solution is now ‘powered by AI’.)

By the time you are able to create some connection between your brand and the latest thing, it’s no longer the latest thing. And so we’re off to the races chasing what’s next. It’s exhausting. Worse yet, it’s incredibly superficial and inefficient. That’s not a great combination for building brand love.

Okay smart guy, so what do we do?

In a Fast Company article, venture capitalist and author Morgan Housel offers this insight, “We have no ability to predict change, so let’s try to focus all of our attention on behaviors that have been showing up forever, all throughout history.”

Although he wasn’t speaking directly about brands, Housel’s insight is incredibly relevant to anyone who works with a brand. There are certain things that…