Lead, Follow, or Get Off the Road
Hello,
I deliver #MeaningfulMarketingMessages that help brands to be 'clutter busters & trust builders.'
To stand out and be heard above all the NOISE, Brands must...
Be Bold.
Be Brilliant.
Be You!
It seems to me that most brands, most of the time, play it safe.
Not too bold, so they won't offend one group or another. Because to be BOLD, you have to make 'A' statement.
Not too brilliant because then they'd have to break with convention and chart a new course that's not necessarily 'proven' by all the mind-numbing logic... and metrics that everyone else uses to gauge what they should do.
So where does that leave YOU?
Are you swimming in the sea of sameness because it's too risky to be too different and telegraph that?
Can you think of a single brand that has captured a huge market share, without being BOLD — without disrupting their industry? I can't.
One that everyone knows is Apple's 'Think Different' campaign, right?
It positioned Apple as being for people, who wanted to break free from the norm in the PC world.
The original, black-and-white version in 1997, featured footage of iconic 20th-century figures... positioning Apple as a brand for creative, unconventional thinkers.
Sheer genius from Steve Jobs, himself.
Then there's Burger King's 'The Moldy Whopper' campaign that showcased a Whopper decomposing over 34 days... yuk!
But it highlighted their commitment to removing artificial preservatives from BK's products in a BOLD, unconventional way that could not be ignored.
The approach may have been polarizing. But in a visually-striking way, Burger King's commitment to food quality and transparency could not be disputed.
The campaign generated a 14% sales increase, 8.4 billion impressions and $40 million in Earned Media Value – as well as an uplift in positive brand sentiment of 88%. (Source)
Who can forget Nike's 'Just Do It' campaign? Launched in 1988, it was groundbreaking!
It encouraged people of ALL ages and fitness levels to get physical and get fit.
By associating the brand with perseverance and self-improvement, Nike created a powerful and inspirational message that resonated with people globally.
What about Dove's 'Real Beauty' campaign in 2004? It broke with the beauty industry's conventions, by celebrating 'Natural' beauty.
The campaign featured women of all shapes, sizes, and ages... not professional models that most real women can't relate to.
Dove sparked global conversations about beauty standards and helped differentiate in a VERY crowded market, by focusing on body-positive and self-esteem for every woman.
And then, there's Tesla! No real campaign needed — just the very public persona of CEO, Elon Musk.
Add some social media and word of mouth to this unconventional strategy, and voila for Tesla!
They've built a strong brand identity that's centered on innovation, sustainability, and luxury.
Tesla's in a class by itself in the automotive industry.
And then there's Red Bull's unconventional approach that positioned itself as a lifestyle brand (not just a beverage). It's associated with adrenaline-pumping activities that differentiates it from competitors.
Next up...
Does anyone remember the 2010 Old Spice campaign: 'The Man Your Man Could Smell Like'?
A Bold move away from their traditional, staid image, they used humor, surreal imagery and the charismatic Isaiah Mustafa to appeal to a younger demographic...
And created a viral sensation.
The campaign boosted their sales and revitalized an outdated brand!
I know it's scary to go against conventional thought and so much easier to play it safe.
But there's a time to bid caution to the wind and trust your instincts, instead of logic — and Go Bold!
The 3 Categories of People: Proactive, Reactive, or Passive.
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Proactive — Innovators, leaders, visionaries and entrepreneurs. They initiate change, create new opportunities, and drive progress. They're unafraid of taking risks to achieve or create something new or improve existing conditions. -
Reactive — Observers and followers. They may not initiate change but are aware of them happening and can adapt or support the changes. They often wait to see the results of new ideas or directions before they commit to them. -
Passive — Those who wonder, "What happened?" These people are caught off-guard by change, or remain disconnected from events or trends that affect their environment. They may be resistant to change or just unaware of new developments, until they feel the effects directly.
In Conclusion:
I imagine that most CEOs and their marketing executives know they should be in the first category... proactive.
To be a leader, visionary, or innovator requires risk. The opposite of risk-taking is remaining in status quo. And that will never allow brands to position themselves as 'change-makers.'
If you're ready to 'Be Bold,' I'd love to be part of that adventure. I think outside the box all the time!
Actually, when asked one time (among many), if I'm an 'out of the box' thinker, I replied:
"Are you kidding... I LIVE outside the Box!"
It's true. I'm a bit unconventional myself.
And the mind-numbing conformity that passes for good marketing is... well, mind-numbing IMO!
Do you think brands should lead, follow, or get off the road?
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Your #KickAssCopywriter,
Carolyn
#Go4MoreIn24
#MeaningfulMarketingMessages