Flowers aren’t efficient.

They’re effective.

They waste energy on colour, fragrance, and form, not to survive, but to signal.

They’re less productive than grass. But we don’t love them for their output, we love them for their impact.

We give them in moments of love, loss, and celebration, not because they’re useful, but because they mean something.

But should we despise flowers because they are less efficient than grass?

Of course not. So why do we treat brand building the same way?

In a world obsessed with efficiency, we’ve forgotten that the most meaningful signals are rarely the most measurable.

If everything is optimised for performance, we lose the magic that makes people care.

We forget that every impression is a real person, not just a number on a dashboard.

And in the long run, that’s what actually drives performance.

These things may not be the cheapest or easiest. But they matter.

Somewhere along the way, we started chasing what’s easy to count instead of what truly counts.

We optimise for clicks, CPMs, and cheap reach, forgetting that more impressions can mean less of one.

More metrics haven’t made us more certain; we're just more distracted.

We prioritise efficiency at the expense of effectiveness, mistaking movement for momentum.

Sometimes, inefficiency is the point.

Because advertising doesn't always have to be about doing more, it can be about meaning more.