Why Playing It Safe Is Killing Marketing Creativity

In October, Ian Baer guest lectured a graduate course on Branding & Consumer Intelligence at St. John’s University’s Peter J. Tobin College of Business. During the session, he explored how the intense pressure marketers face often leads to playing it safe—relying on familiar, comfortable tactics that result in stagnant campaigns. He encouraged students to challenge that norm by embracing AI and emotional intelligence in marketing. By understanding what truly drives consumer behavior, Ian emphasized, brands can break through the noise and achieve extraordinary results.

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