Breaking Away From the Norm: Why Originality Matters in Marketing

Breaking Away From the Norm: Why Originality Matters in Marketing

Welcome, friends, to a delightful discussion on creativity and originality that stems from a summer venture right here in our vibrant city. Recently, I decided to switch things up during the hot months and put aside my beloved tradition of watching the thrilling classic, “Jaws.” Instead, I ventured into the pages of Peter Benchley’s novel. Let me tell you, it was quite the ride! While it wasn’t exactly terrifying (no offense, Benchley), it did get my wheels turning about how originality plays an enormous role, not just in literature and film, but in our everyday lives, especially in marketing.

Stepping Out From the Sea of Sameness

Picture this: when Benchley penned “Jaws,” he was diving headfirst into uncharted waters. Seriously, there hadn’t been an entire genre dedicated to shark attack thrillers, nor was there much research on sharks at the time. Yet, he saw an opportunity to weave a story that would not only capture attention but would change how we think about storytelling. He made the bold choice to create something fresh, and boy, did it pay off.

Now, let’s connect the dots here. In the world of marketing, companies shell out billions every year to get noticed. With such astounding amounts on the line, the instinct to play it safe is strong. This leads many businesses to stick with what’s familiar. They replicate campaigns they’ve seen succeed instead of pushing boundaries. It’s like a game of follow the leader at its most mundane. We call it the “Sea of Sameness.” When everything sounds and looks similar, your brand risks fading into the background noise.

The Power of Being Original

In my experience, customers gravitate towards originals. There’s something magnetic about brands that bring fresh ideas to the table. According to one of my former mentors, “Nobody is standing around waiting to see what [brand] will do next.” The truth is, each moment spent imitating instead of innovating costs brands their chance to grab and hold customer attention. Being original spells out one key benefit: loyalty, and that, my friends, is worth its weight in gold.

Returning to our beloved “Jaws,” it’s intriguing to think about how many countless sequels have been released over the years—was it four or five? Regardless, they never quite captured the magic of the original. Audiences have largely written them off as forgettable. Meanwhile, the creativity stakes really shot up with oddball films like “Sharknado.” Yes, I know what you’re thinking. Who’d put sharks with tornadoes? It’s preposterous! Yet, this unexpected mash-up snagged a colossal 4.503 billion dollars in box office receipts. Can you believe that? Proof that originality can pay off spectacularly.

The Call to Action: Dare to Be Different!

Let’s dig a little deeper. What does your brand currently represent? When you look at your competitors, do you see a flock of similarities? If so, I encourage you to take a leap of faith. Break away and carve your own niche in the market. Remember, if your brand chooses to mimic others, consumers may unwittingly attribute your success to the leader. It serves their image more than yours – and that’s not ideal!

As we reflect on our creative journeys, take a moment to comfort yourself with the thought of originality—it’s not just a novelty but a necessity. In the immortal words of Sheriff Brody as he faces the giant shark: “Smile, you son of a bitch.” Now let’s go create something original, because the world needs more brave souls to make waves!