Creating Demand through Marketing

To earn value, we must first create it. To create value, we must understand the consumer.

It sounds simple. But for most brands, it’s not.

We talk endlessly about capturing demand. About nurturing leads. About staying top-of-mind. But that’s not driving business; that’s chasing it.

But real growth happens earlier. It happens when we create new value. When we challenge what value even means in the first place.

Tretorn X SEA LIFE TRUST Co-lab in UK

Today, brands need, more than ever, the power of a strong and clear idea. Not more campaigns. Not more formats. Not more quick fixes. But a clear direction where creativity, strategy, and business work hand in hand.

For that to happen, we need to tear down the walls between departments.

No Silos. No Solos.

Because marketing shouldn't just be the final layer that decorates a launch, it needs to be part of the process that defines what’s worth launching. The famous 4 Ps (Product, Price, Place, and Promotion) are not just old marketing theory; they’re a strategic game plan for how teams should collaborate with marketing.

Before marketing master Promotion, marketing should be involved in Product, and direct it towards real consumer needs. Marketing should also be part of the Pricing strategy, ensuring that it's not only evaluated against margins but also as value perception to identify whitespaces and positioning. And marketing should be part of defining Place for distribution as part of the story and positioning, not an afterthought.

Only when we align all four Product, Price, Place, Promotion, through a marketing and a consumer perspective do we master GTM excellence, create value and demand.

One of my old projects, "The Ghost Net Project," when I was working as Creative Director at Tretorn, was the start of a shift that rewired the process so marketing wasn’t a finishing touch but a foundation. The project was aimed at positioning Tretorn towards sustainable innovation and highlighting the great work that was done through the ECO-ESSENTIALS INITIATIVE, We made product and marketing work together in sourcing, concept and design with on product marketing, with a clear consumer in mind. We made marketing and sales work together in pricing distribution and retail colabs to secure launch and sell-through, with a story built from the sourcing process itself, turning old fishing nets from the ocean into functional and desirable products.

The project included a full 360 content launch

It wasn’t just a campaign; it was a proof of concept for how creativity, sustainability, and commercial strategy could merge into something truly valuable.

We didn’t wait for consumers to ask for something new. We created something real, relevant, and unexpected that they didn’t know they needed until they saw it.

That’s how demand for responsible products can be created. Not through louder messages or hangtag information, but through deeper meaning, clear storytelling with a clear consumer in mind, distinct retail collabs, and full funnel activations. It's not about capturing trends but about building relevance from the inside out.

So when we talk about “creating demand,” what we’re really talking about is designing value creation within the organization. And that happens long before a single ad is made.

To earn value, we must first create it. To create value we must understand the consumer. And when we do, we don’t just compete in the market. We move it. If you find this approach interesting, then you should have a look at how i work with insights, strategy, concepts and activations at https://www.abovetheclouds.se/ Or send me and e-mail directly!