Embracing constraints: How limited resources could be the best thing to happen to your brand

Lena Roland

Not all companies are blessed with big marketing budgets, the best talent and unlimited resources, in addition to which some categories are frankly dull. But these needn't be restrictions on marketers if they are prepared to think creatively about ways to circumvent them.

Adam Morgan, founder of the eatbigfish consultancy, was at Marketing Week Live, an event held in London in May 2015, to discuss this issue which he also addresses in a new book (A Beautiful Constraint: How to Transform Your Limitations into Advantages and Why it's Everyone's Business). According to Morgan there are three major constraints that modern marketers face:

  • Constraints of category interest
  • Constraints of budget
  • Constraints of time