South Africa, May 20 -- In an era of hyper-measurable digital marketing, brands have become paralysed by performance metrics. Marketers have mistaken consistency for safety, producing content that blends into the background rather than standing out.

By playing it safe and relying on iterative approaches, brands are actively diminishing their market potential.We have noticed that marketing departments cling to what is predictable, safe, and iterative and when risk-aversion becomes policy, brands end up optimising mediocrity.

There is also an unfortunate industry-wide problem of marketing being viewed as a cost centre - a department of coloring and decoration rather than a strategic business driver.

A big part of the challenge is that to...