The cost of hesitation in brand focus and marketing

In marketing today, the pace of change isn’t just fast – it’s relentless. New platforms, shifting algorithms, AI breakthroughs, and evolving customer expectations mean the “right” decision can feel like a moving target. For many marketing leaders, that uncertainty leads to hesitation.

The fear is understandable. Make the wrong move, and you risk wasted budget, brand damage, or missed opportunities. But in a volatile environment, the bigger risk is inaction. Every day spent debating is a day your competitors are experimenting, learning, and advancing.

Consider the fashion brand In The Style who seemed to have the formula right. Founded in 2013, it became a UK fast-fashion success story by tapping into the influencer economy early, collaborating with reality TV stars, and generating huge buzz through limited-edition drops. Some collections sold £1m worth of product in minutes.

But post-IPO in 2021, the brand’s marketing machine began to lose focus. The influencer strategy became overextended, saturating the market with too many similar collaborations. Messaging shifted from exclusive and exciting to routine and predictable. The “why buy here?” factor blurred.

At the same time, the product offering struggled to keep up with fast-moving consumer tastes and the shift toward more sustainable, versatile wardrobes. Competitors were offering fresher, faster, and in some cases, greener alternatives – all while leveraging more agile, data-driven marketing.

By the time leadership changes were made and marketing direction was reassessed, revenue had almost halved, losses had ballooned, and consumer trust – dented by reports of unpaid influencers and suppliers – had eroded.

In March 2025, the company entered pre-pack administration.

Decision-paralysis - that hesitancy to pivot and recalibrate and change course – doesn’t just slow you down.  It erodes relevance, growth, revenue, and momentum – sometimes, paving the way towards (near) collapse.

That’s where CCR comes in. We exist to remove that hesitation by building clarity and consensus quickly, so your team can act with confidence. Our work bridges strategic thinking and practical execution, embedding capability from day one.

We help you:

• Reinvent your brand to reconnect with changing audiences

• Break out of sub-scale for sustainable growth

• Embed AI into workflows for real productivity gains

• Realign teams to unlock value and efficiency

  
  

We offer a series of products - from workshops to strategy reboots - that strip away the noise, align decision makers, and get your marketing moving at the speed the market demands.

In marketing, perfect timing rarely exists – but decisive action always beats delay.