A lot of agencies claim to “drive sales overnight while building brands over time,” but the great ones know building the brand at every chance leads to sales over the long haul.
Craft is not a nice-to-have. It is not something to worry about later. It is never an accidental bonus.
Craft must be trained, honed, rewarded, and insisted upon.
Craft is what separates a “what if” from an “oh wow.”
When a marketer says “that sounds good,” it’s often because it sounds familiar. The alleged goodness comes from comfort, not contrast. So it may be great at getting approved, but terrible at grabbing attention.