Any agency or brand can bring out endless white noise for products and
services, but this does no good to anyone. Unfortunately, even after this
approach inevitably fails, the response is often to “turn up” the noise for better
results rather than fine-tune it.
At Aluna, observing this approach has confirmed our long-held suspicion: just because an idea is louder or flashier, that doesn’t assure the message is being heard. To be heard, we have to be SMARTER not LOUDER. This we call it ‘Expertly Crafted Disruption’.
Expertly crafted disruption is so powerful, because it’s so simple. If an idea isn’t disruptive or engaging enough to catch consumer attention, it’s only adding to the white noise in the background. And, if it’s not expertly crafted to be smart and innovative, it’s falling on deaf ears – no matter how loudly you blare the message.