In England, it’s the season for picking apples. In this recycled wooden slatted box, you see the ungraded result of nature. Two varieties of apples, the red being the Granny Smith and the blushed green being the Braeburn. Both are from the trees growing in our eco-friendly office garden!

As I smelt and felt the shiny coated surface of these little gems it illustrated how unique they all were. You see it depended on where they were on the branch and if they faced due south into the sun as to how they had grown. So you have nature…without much nurturing ( cutting).

In our business which focuses on Pharma and FMCG, it made me think that it’s best to go with nature and get as close as possible to fitting in with the evolutionary marvel of life. As humans we have this predilection for mucking about with stuff and not figuring out the consequences down the road…climate change being the most obvious.

So it is with biologics over small molecule chemistry. Anything closer to our own biology will impact us quicker..be it for good or bad.

At our supermarkets, we are asked to pay a premium for the ‘norm’.

We are sometimes offered the wonky at a discount to the premium norm. We see from the apples…wonky and diverse is natural….not the perception of uniformity.

Of course, comparing this to humans you cannot always judge how deliciously sweet a fruit might be without having a taste. So it is we have to move away from the created norm and be a little more flexible in our outlook.

Marketing does not need to promote a usp including an unnatural person, event or occurrence. Emaciated models are not so healthy one feels, neither are muscle-bound hunks.

Which of course then draws up all kinds of thoughts. Adam and Eve.
How humans have always used ‘apples’ as a touch point.

Not all apples are good. The bad apple can bring disease to the good apples. So this simple act of picking the seasonal apple reminded us that ‘simply natural is often best’.

Marketers can learn a lot from a random box of apples.

If you want to learn more about how we can help with your marketing. Click here to get in touch today.