The pull of the crowd
A line from Rory Sutherland made me smile recently. He said we often “copy each other because we can’t ignore success, even when we don’t love it.” It’s what he calls the herd effect.
It’s true in life and in marketing. We look sideways more than we realise. A competitor launches a campaign, a new trend takes hold, a brand we admire does something bold. Before long, we’re comparing rather than creating.
There’s comfort in imitation. It makes us feel safe, as though we’re keeping pace. But the most distinctive brands don’t chase best practice. They define their own.
Where brand meets performance
In our work, we often see teams treat brand and demand as separate systems. One focused on meaning, the other on metrics. The truth is, sustainable growth needs both.
Brand shapes how people feel about you long before they’re ready to buy. Demand gives that awareness somewhere to go. Without one, the other struggles to last.
Indra Nooyi once said, “The distance between number one and number two is always constant. If you want to improve the organisation, you have to improve yourself.” That’s as true for brands as it is for leaders. You can’t grow through imitation; you grow through alignment.
McKinsey’s “Why brands matter more than ever” explores how brand strength directly influences growth and retention.
Indra Nooyi once said, “The distance between number one and number two is always constant. If you want to improve the organisation, you have to improve yourself.”
Indra Nooyi once said, “The distance between number one and number two is always constant. If you want to improve the organisation, you have to improve yourself.”
What we’ve seen work
We’ve seen companies thrive when they stop treating brand as a campaign and start treating it as a culture.
When events become conversations rather than broadcasts, credibility grows.
When content reflects real values, not buzzwords or jargon, it builds trust.
When teams believe in what they share, advocacy happens naturally.
At SJ Growth Consulting, we often help clients connect these layers - not through slogans, but through structure and consistency. When brand and performance speak the same language, results compound.
Sheryl Sandberg once said, “Leadership is about making others better as a result of your presence.” The same applies to brand. Every interaction should leave people clearer about who you are and why you matter.
For examples of how trust and performance align, see Harvard Business Review’s “Brand is your most valuable asset”.
How to build connection and demand together
If you’re wondering where to start, begin with listening. Ask your teams and customers how they describe you. Compare it to what you want them to say.
Find the spaces where your audiences already gather and take part with intent.
Bring your purpose into your campaigns. Make sure your marketing reflects what you stand for, not just what you sell.
““Connection is why we’re here; it’s what gives purpose and meaning to our lives.” ”
Progress together
Progress in marketing, like in growth, comes from connection. When brand and demand work together, they don’t just create customers. They create confidence, both inside and outside the company.
And yes, collaboration really is the thread that runs through it all.