‘Fewer things with intensity’: Brands on embracing the fear of doing less
Choosing to spread investment as widely as possible can be a reassuring strategy, but doing ‘fewer things, better’ is often a more profitable way to achieve growth.
When businesses are aiming for growth, it may seem tempting to do as much as possible. For portfolio companies, that could mean upping investment behind every brand. For other firms, that could mean investing in every channel available.
While taking this approach might seem like a good way to grow, it can be wasteful. It can also serve to dilute efforts and ignores the reality that no marketer’s budget is unlimited. Rather than trying to stretch spend across every available touchpoint, many brands are choosing to do less things with more impact to achieve sustainable growth.
This approach of doing “fewer things better” can look different from business to business, and marketer to marketer. Doing fewer things better is central to Britvic CMO Cindy Tervoort’s philosophy as a leader. It’s something she says is particularly pertinent to a portfolio business such as Britvic, which encompasses brands like Tango, Pepsi and Robinsons.
