At a marketing conference in Kingston, Matthew Mitchell, creative director at Mystique Integrated Services, argued that playing it safe in marketing is detrimental to Jamaican brands. He presented a metaphor of a casket to represent the "true death in marketing": being forgotten. Mitchell highlighted that the Jamaican marketing landscape often recycles ideas, resulting in less impact despite increased content and campaigns. He cited research showing shrinking attention spans, with digital content receiving only seconds of focus. Mitchell emphasized the importance of emotional advertisements and brand building, contrasting it with the over-investment in brand activation seen in Jamaica. He pointed to Campari as a successful example of building brand awareness and emotional connection through bold campaigns. He also mentioned Liquid Death, known for its tagline "Murder Your Thirst," as another brand driving sales through disruptive campaigns. Mitchell concluded that safe marketing leads to brands being ignored and that emotion and distinctiveness drive growth and memory. He also noted that price sensitivity, internal mediocrity, cultural irrelevance and constant spend are among the cost of safe marketing.