Brave likes playing it safe.

The CMO's guide to making creativity the safest choice for 11x more profit.

Marketers have been fooled for years: play it safe, that’s the brave thing to do. Keep it neat. Keep it neutral. Keep it optimized. And what did we get?
Safe brands no one remembers. Campaigns no one talks about. Clicks without conversation.

As one CMO told us: “We’ve stopped creating conversations. We’re just chasing conversions.” We’ve forgotten his name. But here’s the truth: in 2025, brave is safe. Bold is smart. Outspoken is profitable.

We use cookies to follow you.

Cookie settings

We use cookies to improve your experience on our site and to show you relevant advertising.

To find out more, read our cookie policy.

Allow these cookies

Functional

Functionality cookies allow us to remember your site preferences and choices you make on the site. This allows us to provide personalized features.

Statistics

These cookies collect information about how you use our website, like which pages you visited and which links you clicked on. None of this information can be used to identify you. It is all aggregated and, therefore, anonymized.

Marketing

Knowing the users and what they want is one thing; it's an entirely different thing to track the performance of a marketing campaign based on that knowledge. Thankfully, advertising cookies allow us to do both simultaneously.

I want it all