Breaking Traditions: The Power of Originality in Marketing
In the heart of the city, the buzz of innovation is in the air. Every season, we find ourselves clinging to familiar traditions, but what if we took a step back and examined those very traditions? Recently, I made a decision that took me out of my comfort zone. Instead of curling up with the classic film “Jaws” like I always do in the summer, I picked up the book by Peter Benchley. What I discovered was not just a tale of terror in the deep blue sea, but a shining example of what it means to be original in a sea full of sameness.
Creating Something New
When Benchley penned “Jaws,” he was venturing into uncharted territory; shark attack thrillers didn’t exist, nor did serious shark research for that matter. Many thought it would flop, yet he saw potential where others saw risks. This notion of creating something entirely **_new_** resonates deeply, especially for those of us in marketing and advertising.
It makes you think: if you want to make a mark, can you afford to play it safe all the time? Most companies certainly do. They’re spending billions annually on marketing but mostly just mimicking what they’ve seen work before. The problem? When brands look and sound the same, they blend into the background. This phenomenon, which I lovingly refer to as the **_Sea of Sameness_**, has customers tuning out. They crave originality.
The Risks of Copying
A wise mentor of mine once said, “Nobody is standing around waiting to see what [brand] will do next. They don’t care.” Let’s be honest: your job is to spark interest and make people genuinely care about your brand. Don’t be a copycat; otherwise, you might find your brand remembered for all the wrong reasons. Take a look at the “Jaws” franchise. While the original captivated audiences, its sequels were merely shadows of the brilliance that came before. Nobody’s rushing to re-watch “Jaws 3-D” anytime soon, right?
This raises an important question: what is your brand saying in a marketplace saturated with options? You need to confront the competition and ask yourself if you’re blending in. Karaoke might be fun, but no one goes to a concert to hear someone perform the same songs as hit artists. Dive into your company’s personality, and tap into the elements that make it unique.
Think Outside the Box
Step into the creative shoes of filmmakers who understand the magic of breaking tradition. Look at the absurd phenomenon that is “Sharknado.” Yes, it was downright silly, pairing sharks with tornadoes, yet it captured viewers’ attention. People loved it—or at least loved to hate it. The franchise raked in an astonishing $4.503 billion. How about that for a movie budget? The first installment cost just $2 million!
Even movies like “The Meg” carved out their unique niche in a similar vein, earning over four times their production budget globally. These films thrived not just because they rode the coattails of a beloved genre, but because they dared to be different. They took risks that paid off remarkably.
The Takeaway
Now, you might be asking: How can I infuse this originality into my own business? First, look at what others are doing—then consider doing something radically different. Make sure your brand bleeds originality. If your marketing looks and feels too similar to your competitors, the consumers who see your work will likely think the credit belongs to your better-known competitor.
So, if you’re ready to shake things up, remember the words of Sheriff Brody in “Jaws”: **_“Smile, you son of a bitch.”_** Now, get out there and unleash your original masterpiece onto the world. Because in marketing, just like in storytelling, bold and fresh ideas will always steal the show.
