There’s a familiar fear that creeps into conference rooms and campaign meetings this time of year. It’s not ghosts, ghouls or budget cuts.
It’s the quiet dread of taking risks.
In B2B marketing—where stakes feel high, buying cycles are long and every decision is scrutinized—many brands retreat into the comfort of what’s familiar when one year ends and another begins.
Predictable messaging.
Polished but personality-free visuals.
“Safe” campaigns that promise not to rock the boat.
But as Kelsey Tweedly, CMA’s Vice President, explains, there’s a difference between being strategic and being scared.
“When you play it safe, you’re not protecting your brand. You’re draining it of life,” Tweedly says. “You think the scariest outcome is backlash? That’s rare. You know what we hear often? That it’s not being seen at all.”
Why the Real Horror Story is When Brands Disappear
Fear can make even the smartest organizations forget what made them great in the first place.
They blend in, start to sound like everyone else. All by using the same jargon. Even the same stock visuals.
And their audiences scroll past the sameness.
They tune out the noise. They gravitate toward the few brands that actually feel real. They’re the ones that speak with conviction, humor, even a bit of daring honesty.
They are themselves.
“Playing it safe gives the illusion of control,” Tweedly says. “But in reality, it disconnects you from the audience you’re trying to reach. It’s like whispering in a crowded room and wondering why no one hears you. Why would they?”
And that’s when the holiday “ghosting” really begins—not just from your prospects, but from your brand’s true personality.
The Secret to a Brand That Never Dies
In B2B marketing, logic gets all the attention—ROI, metrics, performance data.
But logic doesn’t create loyalty.
Emotion does.
Emotion is the spark that turns a message from something read and heard into something that’s remembered and lingers even after the lights go out.
It’s not necessarily about being loud or dramatic, Tweedly says. It’s about being real. It’s about telling stories that spark curiosity, confidence or trust.
“People don’t remember bullet points,” Tweedly says. “They remember how a brand made them feel. Maybe it was a photo, a graphic, or a headline. Maybe it was a song in a social media video, or someone who caught their eye on it. Whatever it was, it stood out. A bold brand isn’t necessarily louder. It’s more human.”
When brands infuse emotion—through authentic storytelling, bold design or unexpected perspective—they stop being vendors. They start becoming partners.
And that shift builds loyalty no pricing model can replicate.
How to Break the Spell of Playing It Safe
Every company claims to value innovation. Yet few create conditions where creativity can thrive.
Innovation can’t exist in a culture that punishes risk or second-guesses every new idea.
According to Tweedly, fear and creativity are inseparable forces. “The goal isn’t to get rid of fear,” she says. “It’s to move through it.”
Here’s how courageous brands can do that with confidence:
- They ask, “What if?”, not, “What will people think?”: Every great campaign starts with curiosity, not certainty. Fear limits imagination; curiosity expands it.
- They take small but smart risks. Marketing is also a science, not just an art. Test ideas, visuals and tones with different audiences. Use A/B testing or pilot campaigns to validate bold ideas before scaling them. Track engagement that signals emotion—time spent, repeat visits and social media mentions—alongside standard KPIs. It’s how the best teams learn what works without any real scares.
- They listen to different voices. When strategy and creativity draw from many perspectives—teams, clients and audiences alike—the work becomes less like a ghost of what’s been done before and more alive with its own spirit.
- They don’t fear making mistakes. They follow the shadows they cast. When a campaign goes a little sideways, it’s not about blame. It’s about learning what was found. The best teams look for the growth holes buried in every misstep. Each eerie twist reveals where the magic can grow stronger. Every risk that gives you the chills today can sharpen your craft for tomorrow.
- They turn employees into storytellers. Some of the best brand advocates are already roaming your halls. Encourage them to share insights or behind-the-scenes moments on LinkedIn and other professional platforms. Spotlight authentic voices in your campaigns—photos, quotes and short videos—to show your brand’s true spirit from the inside out.
- They create fear labs. Think of them as internal meetings—with a spooky twist. Intentionally create spaces where your team can suggest creative risks. For example, every quarter, ask your team to come up with one new marketing idea—something bold, untested, maybe even a stretch. Brainstorm each concept. Then test one by bringing it to life. Make it a ritual that turns chills into creativity—and keeps your brand from fading into a ghost of good intentions.
“These habits turn creativity and experimentation into a cultural rhythm, month after month, not just a one-a-year seasonal try,” Tweedly says.
What’s Scarier Than Risk? Not Taking Any Chances
Resist the temptation to hide behind what feels safe. In today’s crowded marketplace, it’s bravery, not perfection, that casts the strongest spell.
The scariest thing you can do with your marketing is nothing new at all.
“The brands that endure are the ones that take the leap,” Tweedly says. “They experiment. They challenge assumptions. And they tell stories that feel alive.”
Try something that scares you a little, a campaign that gives you chills. Your brand, your team and your audience may remember it long after the season fades.
At CMA, we help organizations embrace creative risk with confidence, turning fear into fuel for growth. Let’s chat!