Why marketing needs a knockout again
Marketing often feels like a boxing match these days — except that the punch is missing. Sure, you can do perfect footwork, drag yourself through tens of laps and wear down your opponent until he falls over by himself. But at some point, you'll have to hand out. Like Ali when he crossed Foreman with his “rope-a-dope,” or Tyson, who not only compensated for his smaller body size with his peek-a-boo style, but scored brutally effectively. One shot, precise and to the point.
It's the same in marketing. I've been talking to founders, CEOs and investors over the past few months, and the picture that emerges is sobering. For too long, it was just a matter of quickly reaching brands — me-too products that were given some halfway cool name because the domain was still available. Then you throw it into the market, collect a few clicks and likes and hope that you make the big exit after two years. But just like in a boxing ring, the same applies here: At some point, you have to get out of cover and land a real punch. And it's missing. The time of administrators is over — now we need visionaries with killer instincts again.
The renaissance of creative visionaries: Goodbye, Excel push
In recent years, CMOs and marketing managers have often sounded more like financial analysts. More love for KPIs and Excel spreadsheets than for real creativity. But what good is the most sophisticated strategy for you if, in the end, nothing comes out of it that really hits? McKinsey Says in 2024er “State of Marketing Report” What many have long known: The true value of marketing does not lie in kicking out yet another campaign optimized for performance. It is about creativity, empathy and a sense of trend. Just like in boxing: Footwork is important, but it's the punch that makes the difference.
The art of the right shot: Human intuition vs. algorithm
And this is where it gets exciting: Creativity isn't just what makes a cool idea, it's the key to true authenticity. Brands that only follow current trends are nothing more than soulless copies. What you need is intuition — that certain instinct that tells you whether or not something suits you and your brand. Because this is the only way you can create real connections with your target group. It's about identifying the trends that are really relevant and not blindly following every hype. A strong brand image is created not by blind number fetishists, but by a deep understanding of what really makes your brand stand out — and how you communicate that authentically.
And this is where humans come into play. Sure, AI can give you all the data in the world, it can show you what works — but she can't tell you what feels. She can't decide which idea really fits and which just sounds hollow. As a brand strategist, I know that a strong brand comes from an authentic idea that is genuine. Not from an Excel spreadsheet. Only when something is true does it also appear authentic — and that is exactly what makes the difference.
AI: Your cutman, not your champion
Even McKinsey, the eldorado of number jugglers, emphasizes in his report that the human factor in marketing is becoming more important again. Creativity and empathy are paramount. Sounds almost ironic, doesn't it? But the point is clear: Administration, data analysis — all of this can and is done by AI. But we'll set the punch. AI is the cutman and coach in the corner, it might even do the legwork for you and feed you with information. But in the end, I must thou Get in the ring and deliver.
For me as a brand strategist, the thing is clear: The future belongs to us — the creative people. AI does the boring part of data crunching. What remains is the space for real ideas. Ideas that surprise, that create a connection and that bring long-term success. It is precisely these ideas that will shape the brands of tomorrow.
Conclusion: It is time for the knockout
The renaissance of creative visionaries is just around the corner. The days of number boosters and KPI nerds are over. Brands must touch again, they must be real. You have to put on a punch that fits. The key to this is not the next streamlined campaign, but the human ability to create something that is truly authentic. Empathy, a sense of trends and creativity — that is what counts today.
Efficiency doesn't just come from perfect processes and accurate data. Real efficiency comes from connections, from ideas that hit the nerve. The performance strategy gets you in position, but you have to set the knockout yourself. Anyone who understands this will help shape the future of marketing — and leave traces that will last.
