You know what you want and you’re happy to pay for what you like. The age of the consumer is here and woe betide those who think that they’re above embracing it.

Fact is, brands will never regain the position of safety that they once had, and they will never be able to sell the way they used to either. Customers don’t want to listen anymore, they want it their way and, thanks to the easy, fast technology brought on by the age of the price comparison meerkat; they can have it.

Of course, it’s about more than just a simple price comparison – your audience is far too savvy for that (see blog). No, it’s about ‘the fit’. The brand, the price, the relationship – the product. You need to tick all their boxes, you have to let them dictate and you must give them what they want; whenever they ask for it – whatever industry you’re in.

Is she really saying commoditise creativity?!

Think about it, it’s really not that great a leap. The hospitality industry has always had to cater for their customers – sure it’s a defined menu, but it’s a menu formed from demand.

Only this lunchtime a Barista from a major high street café chain near you, mistakenly served me the Christmas Special gingerbread AND cream latte when I’d only wanted a gingerbread latte. They knew the drill; a word from me and without a moments hesitation, it was poured away and started afresh. Yep – I’m also the girl that the one shot, peppermint, half fat, no cream, grande mocha was made for, and you know what, I’m very happy to pay a premium for that too. That’s the point, to commoditise something isn’t to undervalue it.

Like me, most of Café’s clients want something appealing, simple and commercially desirable.  Fixing prices doesn’t mean the offering is cheap, it just means the customer knows the value attached to it from the outset. As an agency we’re not afraid to step up and embrace that. We can deliver unrivalled creativity – whether the customer is looking for a feast or something bite size to take-away.

Offering a menu doesn’t work against creativity – it doesn’t become stifled because it’s easier to buy. A commoditised approach is actually about providing a better understanding of the creative process, for the benefit of the client, as much as the agency. It means deliverables are fully aligned with customer needs and that measurement can be better understood. Add to that a total alignment of expectations and the customer walking away with exactly what they wanted, and it all starts to sound pretty sensible.