'Just Because' Marketing defies all aspects of the traditional consumer-brand exchange that have ossified.
Just Because Marketing is an action with no commercial motive. Not to be confused with no apparent commercial motive.
Just Because Marketing is doing things just because.
Because you had an idea and you like it and so does everyone else in the team. Because it would be fun to make it happen.
Just Because Marketing isn’t based on data. It wasn’t suggested by algorithms and it wasn’t in a report from a trend forecaster.
Just Because Marketing is an expression of the moment, an impulse, a desire to make something happen because it feels relevant.
Just Because Marketing is responsive to now, not resting on an imagined future. It is what feels good TODAY.
We are saying Marketing but it could be Anything.
YOU KNOW IT
We can all visualise stunts in public without an owner, overnight installations without an artist, stickers with a statement but not a logo.
I'm talking about a creative breakthrough. A creative breakout!
"True art is always there – where no one is waiting for it...Art does not come and lie in the beds we make for it. It slips away as soon as its name is uttered; it likes to preserve its incognito. Its best moments are when it forgets its very name"
– Jean Dubuffet