The cost of BORING. Bland branding burning budget, time, and opportunity

The conversation started over dinner, a mixed group of friends from across the marketing spectrum — agency creatives, corporate brand heavy-hitters, and small business owners like me, working with SMEs every day. We all saw the same problem from different angles: brands playing it safe, producing bland, forgettable work, and ultimately paying the price for it.

The hidden expense of boring branding

Andrew Tindall, a leading expert in quantifying brand investment, has researched the impact of uninspired marketing, especially in out-of-home (OOH) advertising. His work with System1 Group reveals a brutal truth: dull ads don’t just fail to capture attention, they actively repel it. Research shows that 50% of Australian radio ads are so uninspiring that they don’t even register with listeners, meaning half of that ad spend is effectively wasted.

And the damage isn’t limited to radio. In OOH advertising, unremarkable campaigns require higher frequency and longer runs to achieve the same impact as a truly memorable creative execution. That means brands end up paying more just to be noticed—an avoidable tax on mediocrity.

More spend, less impact

Marketing consultant Peter Field’s research into what he calls the “Cost of Dull” estimates that ineffective campaigns can cost brands an additional $12 million per year in wasted media spend. Why? Because forgettable ads don’t generate recall, don’t drive emotional engagement, and ultimately fail to shift consumer behaviour. Without strong brand assets and creative differentiation, marketers are forced to pump more money into repeated exposure just to make a dent in consumer awareness.

Forgettable ads don’t generate recall, don’t drive emotional engagement, and ultimately fail to shift consumer behaviour.

The Multiplier Effect: Balancing Brand and Performance Marketing

The problem extends beyond just creative execution. The "Multiplier Effect" report highlights that businesses over-relying on performance marketing at the expense of brand-building can see their ROI shrink by 20-50%. A brand without emotional resonance becomes a commodity, constantly battling rising customer acquisition costs with little long-term loyalty to show for it.

The sweet spot? Allocating 40-60% of marketing budgets to brand-building. Businesses that achieve this balance see their ROI jump by an average of 90%. In other words, investing in strong, distinctive branding is not just about visibility — it’s about financial efficiency.

Small businesses often operate with tight budgets, or sometimes, no dedicated marketing budget at all. But building a strong brand doesn’t have to mean spending millions. It’s about consistency, creativity, and making strategic choices that amplify your presence over time.

Even without a big spend, small businesses can differentiate themselves by crafting a clear and compelling brand story, using organic content marketing, leveraging social proof, and optimising customer experience. The key is to think long-term. Investing time in brand-building now means less reliance on short-term discounting and aggressive paid campaigns later. Small businesses that commit to brand consistency will attract customers who value what they stand for, not just those looking for the cheapest deal.

The opportunity cost of being forgettable

Beyond wasted budget, the true cost of boring branding is opportunity lost. When your brand lacks a distinct voice, you miss out on organic word-of-mouth, social shares, and long-term customer loyalty. Bold, creative, emotionally engaging branding doesn’t just get noticed—it sticks. And stickiness is what makes marketing efficient.

Run fast and run slow

Interesting brand narratives take time to develop, evolve, and craft. Not only should you invest budget, but also time, patience, and education. Businesses need to run fast and slow—hitting sales targets while also building brand equity in the background. Otherwise, you fall foul of the dreaded discount cycles (a former boss of mine called them "spike campaigns")—a shot in the arm for a moment, only to crash and need another hit soon after. That is stress-filled marketing.

Building a brand while running spike campaigns means that, over time, customers get to know who you are, what you stand for, and learn to engage with you on a deeper level. They don’t just show up when you’ve dropped your prices (and pants) for a quick fix.

For brands looking to cut waste and maximise impact, the answer is clear: stop playing it safe. Safe is expensive. Stand out, or keep paying the price for being ignored.

Need a brand that grabs attention and drives real results? Let’s make it happen.