{"id":4365891,"date":"2025-11-03T17:50:09","date_gmt":"2025-11-03T15:50:09","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&#038;p=4365891"},"modified":"2025-11-04T10:41:02","modified_gmt":"2025-11-04T08:41:02","slug":"why-friction-is-the-hidden-ingredient-in-brand-growth","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/why-friction-is-the-hidden-ingredient-in-brand-growth\/","title":{"rendered":"Why friction is the hidden ingredient in brand growth"},"content":{"rendered":"<div class=\"block-insight-intro\">\n\t<div\n\t\tclass=\"block-insight-intro__meta\"\n\t\tdata-animation=\"scale-fade\">\n\t\t<div\t\t\tclass=\"block-insight-intro__badge bg-refreshed-cyan\"\n\t\t\t>\n\t\t\t<svg xmlns='http:\/\/www.w3.org\/2000\/svg' width='16' height='16' viewBox='0 0 16 16' fill='none'><mask id='3a72ca2e-6927-4b14-9d63-99a32ea39227' style='mask-type:alpha' maskUnits='userSpaceOnUse' x='0' y='0' width='16' height='16'><path fill='#D9D9D9' stroke='#fff' d='M.5.5h15v15H.5z'\/><\/mask><g mask='url(#3a72ca2e-6927-4b14-9d63-99a32ea39227)'><path d='M4.167 11.167H8.5v-1H4.167v1Zm6.666 0h1V4.834h-1v6.333ZM4.167 8.5H8.5v-1H4.167v1Zm0-2.667H8.5v-1H4.167v1Zm-1.295 7.834c-.337 0-.622-.117-.855-.35a1.163 1.163 0 0 1-.35-.855V3.539c0-.337.116-.622.35-.856.233-.233.518-.35.855-.35h10.256c.337 0 .622.117.855.35.234.234.35.519.35.856v8.923c0 .336-.116.622-.35.855-.233.233-.518.35-.855.35H2.872Zm0-1h10.256a.196.196 0 0 0 .141-.064.196.196 0 0 0 .064-.141V3.539a.196.196 0 0 0-.064-.141.195.195 0 0 0-.14-.065H2.871a.196.196 0 0 0-.141.065.196.196 0 0 0-.064.14v8.924c0 .051.021.098.064.14.043.043.09.065.14.065Z' fill='currentColor'\/><path d='M2.667 12.667V3.333m1.5 7.834H8.5v-1H4.167v1Zm6.666 0h1V4.834h-1v6.333ZM4.167 8.5H8.5v-1H4.167v1Zm0-2.667H8.5v-1H4.167v1Zm-1.295 7.834c-.337 0-.622-.117-.855-.35a1.163 1.163 0 0 1-.35-.855V3.539c0-.337.116-.622.35-.856.233-.233.518-.35.855-.35h10.256c.337 0 .622.117.855.35.234.234.35.519.35.856v8.923c0 .336-.116.622-.35.855-.233.233-.518.35-.855.35H2.872Zm0-1h10.256a.196.196 0 0 0 .141-.064.196.196 0 0 0 .064-.141V3.539a.196.196 0 0 0-.064-.141.195.195 0 0 0-.14-.065H2.871a.196.196 0 0 0-.141.065.196.196 0 0 0-.064.14v8.924c0 .051.021.098.064.14.043.043.09.065.14.065Z' stroke='currentColor' stroke-width='0.25' fill='none'\/><\/g><\/svg>\t\t\t<span class=\"text-sans-14\">\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\t<h1\tclass=\"text text-sans-60 block-insight-intro__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Why friction is the hidden ingredient in brand growth<\/h1><div class=\"author block-insight-intro__author\" data-animation=\"slide-fade\">\n\t\t\t<img\n\t\t\tclass=\"author__portrait\"\n\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/02\/Dept-London-1680-47-min-150x150.jpg\"\n\t\t\talt=\"Molly Deaville\"\n\t\t\/>\n\t\n\t<div class=\"author__text\">\n\t\tMolly Deaville\t\t<br \/>\n\t\tVP of Media, UKI\n\t\t\t<\/div>\n<\/div>\n\t<div class=\"block-insight-intro__insight-meta\" data-animation=\"slide-fade\">\n\t\t\t\t\t<div class=\"block-insight-intro__insight-meta-item\">\n\t\t\t\t<span class=\"block-insight-intro__insight-meta-label\">\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t<span>\n\t\t\t\t\tNovember 3, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t<img\n\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/10\/Embrace_friction.webp\"\n\t\talt=\"Why friction is the hidden ingredient in brand growth\"\n\t\tclass=\"block-insight-intro__featured-image\"\n\t\tdata-animation=\"scale-fade\">\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Eugene Healey\u2019s rallying cry for more friction in modern life <a href=\"https:\/\/www.instagram.com\/reel\/DNg_sDsy8YW\/?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">was aimed at consumers<\/a>. But it feels just as relevant for marketers today.<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>In recent decades, the explosion of new technologies has fuelled the belief that the ultimate goal (in life, play, and work) is to eliminate friction. Algorithms anticipate our needs before we even search. Delivery apps erase the effort of cooking. AI tools now promise to think for us.<br><br>Convenience has become the measure of progress. But that same pursuit of ease has quietly eroded something vital: the satisfaction that comes from effort. The challenge that makes achievement meaningful.\u00a0<br><br>Friction is often what transforms an experience from forgettable to fulfilling.<br><br>Think about it. It\u2019s the blister-forming five-hour hike that makes a summit sandwich taste incredible. Or assembling the IKEA wardrobe that drives you mad but leaves you proud. Even the long, ritualistic check-in at a luxury hotel that reminds you: you\u2019re supposed to slow down. The harder the journey, the sweeter the payoff.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The illusion of frictionless growth<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Big tech has stripped friction not just from our lives, but from marketing itself. The rise of growth marketing promised speed and certainty: reach the right person, at the right time, with the right message, and watch the metrics rise. What once required time, debate, and creative conviction could be optimised in a dashboard.<br><br>But that frictionless model has reached its limit. Performance is plateauing, privacy rules are tightening, and brands are discovering that efficiency and effectiveness aren&#8217;t the same. The easy wins are all but gone.<br><br>Real, <a href=\"https:\/\/www.deptagency.com\/en-uki\/downloads\/durable-brands-playbook-for-the-ai-era-cmo\/\" target=\"_blank\" rel=\"noreferrer noopener\">durable growth<\/a> (the kind that builds equity, not just engagement) requires the kind of friction we\u2019ve spent years trying to remove. It\u2019s born from the hard conversations across departments about who we are and what we stand for. It grows in the creative tension between what the data says and what instinct knows. And it\u2019s solidified in the repeated effort of showing up with a consistent message, in an inconsistent world.<br><br>Friction, in this sense, isn\u2019t the enemy of progress. It\u2019s the material from which progress is made.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Friction as a creative force<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>If the past decade was about removing friction, the next will be about <a href=\"https:\/\/www.deptagency.com\/en-uki\/solutions\/customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">designing for it<\/a>. The truth is, creativity thrives under pressure. The best ideas rarely emerge in perfectly optimised systems. Instead, they emerge when humans come together and make the effort to navigate constraints, collisions, and the discomfort of not knowing the answer right away.<br><br>Friction is what forces you to interrogate assumptions, to ask complicated questions, to make deliberate choices. It\u2019s what keeps teams from settling for generic ideas or convenient compromises. In a world where technology can deliver anything instantly, real meaning comes from the things that <em>don\u2019t<\/em> come easily.<br><br>For brands, that means leaning into moments of productive tension: between speed and craft, scale and soul, automation and human touch. When managed well, these opposing forces don\u2019t cancel each other out but create a different kind of energy.<br><br>Growth isn\u2019t a straight line of optimisation. It\u2019s a series of creative struggles that push teams to build something new. Friction (or tension, or discomfort with the unknown) is the signal that you\u2019re not just repeating what worked last year, but you\u2019re inventing what might work next.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >From growth marketing to growth invention<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>For years, the formula for growth was simple: Find efficiency, scale it, repeat. Performance marketing rewarded experimentation, agility, and an almost scientific obsession with optimisation.<br><br>Today, the levers that once delivered predictable returns are losing power. Brands face rising performance costs, opaque algorithms, and audiences that have learned to scroll right past the familiar. They are tuning out brands that all look, sound, and act the same.<br><br>And the problem isn\u2019t that growth marketing failed. It actually was <em>too<\/em> successful, ultimately optimising the soul out of marketing. In removing friction, we also removed the tension and discomfort that forces originality and sparks new ways of creating and communicating.<br><br>The next era of growth will belong to the teams that can reintroduce (and, more importantly, embrace) the right kind of friction. That\u2019s not chaos or inefficiency, but a working environment that rewards challenging assumptions and forces invention. Because that\u2019s essentially what <a href=\"https:\/\/www.deptagency.com\/en-uki\/growth-invention-framework\/\">growth invention<\/a> is: not repeating formulas, but continually tinkering with and reimagining systems.<br><br>It\u2019s a mindset that asks the questions. What if speed isn\u2019t always the answer? What if scale matters less than significance? What if the friction between brand and performance isn\u2019t a problem to solve, but a balance to experiment with?<br><br>When teams embrace that kind of friction, growth stops being a race for attention and becomes a practice of deliberately building meaning.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4365687,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"footnotes":""},"person":[41298],"insight-topics":[42361],"class_list":["post-4365891","article","type-article","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_insight_featured":true,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why friction is the hidden ingredient in brand growth - 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