#3 OPTICS - Feb 2025
Dear Graduates,
Not going to lie, it’s still pretty tough out there for most brands.
In saying that, consumer are searching for meaning, connection and purpose more so than ever. So brand that can capitalise on this, can gain market share from their competitors, and customers for life.
Here’s a few stats that I’ve found with the help of the Great Paul Thomas (GPT), which should give some faith (at least) in your brand marketing.
Love
HARRY
Companies with strong brand identities can charge up to 20% more than competitors for similar products. (McKinsey, 2022)
Users spend 26% longer engaging with brands that use immersive storytelling rather than product-focused ads. (Meta, 2023)
Word-of-mouth marketing is 5x more effective than paid media. (Nielsen, 2023)
Brands that leverage word-of-mouth experience 200% faster growth than those that rely on paid advertising alone. (McKinsey, 2023)
Innovators and Early Adopters are 3x more likely to share a brand’s story with their peers. (Harvard Business School, 2022)
Branded videos on YouTube drive a 20% higher purchase intent than standard display ads. (Hootsuite, 2023)
92% of consumers say they are more likely to buy from brands that tell compelling stories. (Google, 2023)
The beauty of real life
What I love about these videos is that their filmed in very public places. It allows the audience to immediately connect, as the location is somewhere they could be in their own life. It takes you out of the digital world and teleports you to somewhere real.
