Three ideas for brands to cut through in 2025

After the political and AI-powered technological disruptions of 2024, right now, at the beginning of 2025, there’s a lot we don’t know about how the year will pan out.

But uncertainty isn’t necessarily a bad thing. The revolutions we’re seeing in renewable energy and health technology are a reminder of how rapid change can bring incredible opportunities.  

One thing we do know is that we’re going to be asked to be more efficient and productive this year. Productivity is one of the big questions facing businesses and economies, and that challenge has quickly filtered down to how businesses build their brand. The now-widespread availability of generative AI is only stoking expectations. 

We’re going to have to do more with what we’ve got, and get expert help when we need it. 

At the same time, we’ll have to balance that efficiency with increasing audience demands for authenticity. The volume of content and comms keeps growing, making latching on to something original and “real” all the more valuable. 

Here are 3 ideas to get you thinking about how you can get more out of what you’ve got—and set yourself up to survive and thrive in the year ahead.

1. Use AI to make better decisions, faster

For years, companies have been told their data is their most valuable asset. The arrival of generative AI has finally made many realise just how true that is. 

With quality data and robust analytics, marketers can pinpoint what’s working—and what’s not—across channels. This data-driven feedback loop is essential for continuous improvement, informing budget allocations and content strategy to maximise ROI across the entire customer journey.

AI-powered insights are helping teams optimise campaigns in real time, predicting trends and pinpointing where advertising budgets will see the highest ROI. With real-time data on which messages, channels, and targeting parameters perform best, marketers can rapidly adjust their approach—leading to more efficient resource allocation and enhancing what teams can deliver. 

But data isn’t just about hard analytics. 

Trained on quality information about your company, its products and services, and your customers, AI can also help to iterate new ideas and test hypotheses. Just as important as developing winning strategies, doing this can also help you identify and eliminate bad ideas faster, potentially saving a lot of wasted time, energy and budget.

2. Grab attention with short-form video 

Not every video has to be an epic. Short-form video has been working hard in the consumer space but is also proving its effectiveness in B2B. Attention spans are at a premium, and videos of 90 seconds or less excel at capturing and holding viewer interest. They're perfect for delivering memorable, impactful messages that audiences can easily digest and share.

Video is also a great way to get you thinking about how to trim the excess from your messaging and get it down to its real essence.  

Short-form platforms TikTok, YouTube Shorts, and Instagram Reels continue to grow as go-to platforms for younger audiences, making them important candidates for long-term brand-building. In 2025, these platforms are likely to evolve further, offering new ad formats and tools.

But short-form video is also outperforming on LinkedIn. According to LinkedIn itself, “over half (55%) of the B2B marketers surveyed for the 2024 B2B Benchmark Report said their short-form social videos produced the highest ROI of all video types”.

Quick videos also provide a shorter pathway to action. Features like clickable product links, polls, and embedded calls-to-action, can help convert engagement into measurable results. These interactive elements create seamless pathways for users to learn more or even make a purchase, all after less than two minutes. 

3. Walk the talk

Let’s be blunt. Even the best campaign is going to be an uphill battle if no one likes your company.  

There’s been plenty of commentary recently on whether businesses should be weighing in on a range of issues, but this is clear—trust and transparency are non-negotiable. 

Trust is especially important in times of turbulence. People gravitate towards brands that are upfront and carry through on their promises, and are increasingly reluctant to engage with brands they don’t think act in good faith, no matter how smart their messaging is.

But does trust make brand-building more efficient and your projects more productive? In a word, yes. As Morgan and Hunt showed in their Commitment-Trust Theory of Relationship Marketing more than 30 years ago, trust delivers multiple efficiency benefits, including reduced buyer hesitation, which streamlines the path to purchase, lower acquisition costs driven by positive word of mouth, and better retention thanks to trust-fueled loyalty. 

But winning buyer trust requires more than words. It’s not enough to meet the minimum demands of regulation or just talk about it. Brands need to show that they’re walking the talk. Transparent updates on progress, clear evidence of actions, and cultivating accountability are what customers value—and reward. 

And while companies have realised the value of their data, so have more and more consumers and the regulators that protect them.  

As new data protection laws emerge worldwide, compliance isn’t just about avoiding penalties; it’s also about proving to customers that you’re an ethical custodian of their data. Brands that lead with proactive compliance signal integrity and build confidence.