Alex Turtschan highlights the growing issue of 'samification,' which leads to a troubling uniformity across brands and experiences, making differentiation increasingly difficult.
The Serviceplan Group's CMO Barometer indicates a shift towards efficiency in 2025, with 75% of CMOs expecting stagnation and only a third anticipating marketing budget increases.
An interesting paradox exists where CMOs prioritize efficiency yet value creativity; 71% cite the need for out-of-the-box thinking from their agencies, revealing a tension between these goals.
Cultural trends and the desire for social media validation are causing brands to conform, particularly in sectors like vacation rentals and coffee shops, where appeal supersedes uniqueness.
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