To break through extreme noise like the Super Bowl, DoorDash's marketing team operates under the assumption that audiences are actively trying to ignore them. This mindset forces them to overcorrect with bold, unconventional ideas that are impossible to overlook, even if they carry significant execution risk.

Pursuing a middle-of-the-road marketing strategy minimizes downside but also completely eradicates any potential for significant success. The truly high-risk approach is the one that guarantees mediocre results.

Being the market leader can stifle creativity, leading to complacency and a reliance on "we've always done it this way." Challenger brands (number two, three, or four) are often forced to be more creative and nimble to unseat the leader, resulting in fresher, more innovative marketing strategies.

Incumbent brands often face backlash for using AI in ads for 'sacred' campaigns, as audiences have strong expectations. Challenger brands, however, can leverage AI to create novel, surprising content that defines their image without violating established norms.

Contrary to the belief that clients are risk-averse, Droga finds that the most audacious ideas are often easier sells than mediocre ones. When an idea is grounded in a strong, logical strategy, its boldness becomes a compelling feature, not a bug. It's the bland, generic work that poses the real career risk for CMOs.

Companies often over-invest in safe, committee-approved ideas that yield minimal results. The real financial danger lies in the missed opportunity of bolder, seemingly riskier campaigns that are more likely to capture consumer attention and drive growth.

To get a 21-year-old brand back on consumers' radar, Hint embraced a bold campaign. The leadership team believed that being ignored was a greater risk than being provocative. They concluded that big, bold swings were necessary to avoid being "wallpaper" in a crowded market.

Conventional, consensus-driven marketing seems safe but ensures your brand never cuts through the noise. To stand out and create something differentiated, marketers must be courageous and fight against mediocrity, even if it feels riskier in the short term.

Blippar found that large, established companies wanted to fit new tech into old media silos (e.g., play a TV ad on a print ad). In contrast, challenger brands like Juice Burst were dream clients. Their risk appetite and hunger for an edge made them willing to experiment and create truly innovative use cases.