Breaking Tradition: The Power of Originality in Marketing

Welcome to a cozy little corner of the internet where creativity thrives and ideas flow! Today, let’s take a delightful journey that begins in a vibrant city where traditions collide with innovation—let’s call it Imagination City.

Turning the Page on an Old Tradition

This past summer, I found myself pondering the age-old tradition of watching “Jaws.” But instead of indulging in the classic film, I made a bold move and decided to pick up the original novel by Peter Benchley. Let me tell you, it was an experience! While the book didn’t send shivers down my spine like some horror novels do, it sparked an idea that links beautifully to the world of marketing.

The Boldness of Creation

Benchley was swimming in uncharted waters when he unleashed “Jaws” upon the world. Back in the day, shark attack thrillers didn’t exist, and neither did a well-established genre for shark research. People thought his story was destined to fail. But, in essence, Benchley made a choice: to create something entirely new. And boy, did it make waves!

Why is this relevant to marketing, you ask? Well, just as Benchley took that leap into the unknown, marketers today face a similar challenge. Every single year, billions of dollars are tossed around in search of that perfect marketing campaign, often clinging to familiar strategies that feel safe. While this may seem smart, it’s a dangerous game that often leads to what I like to call the Sea of Sameness.

When Safe Isn’t Smart

Ah, the comfort of the familiar! But when everything looks and sounds eerily alike, nothing stands out. When your marketing blends into the background, those hard-earned dollars are significantly wasted. Customers adore originality—they’re drawn to brands that dare to be different. And that loyalty? It’s a golden ticket in today’s competitive market!

One insightful mentor once advised, “Nobody is standing around waiting to see what your brand will do next.” Ouch! It’s tough love, but it drives home an important point. To engage customers, brands must strive to be the original, rather than a mere imitation.

The Legacy of “Jaws”

So, let’s circle back to “Jaws.” Benchley wrote the first and only novel, while there have been countless sequels and spin-offs. There’s a sense of humor and tragedy in the fact that, despite the waves they tried to make, audiences largely regarded these sequels as mere shadows of the original. Who could forget “Jaws 3-D”? Maybe some things are better left in the depths of history!

Now, what’s fascinating is how the world has continued to churn out shark-related films. Sure, many of them float aimlessly away from our memory, but one that truly made a splash? “Sharknado.” Before you cringe, hear me out—this frenzied blend of sharks and tornadoes was not only campy, it was incredibly original! Not surprisingly, it raked in a staggering 4.503 billion dollars and it started with just a modest budget of $2 million. Talk about a successful swim against the tide!

Lessons from the Deep

What’s the takeaway here? It’s not about producing another quirky shark movie—it’s about breaking away from tradition in all aspects of brand marketing. Take a moment to examine how your brand presents itself in comparison to the competition. If your style feels muted or too similar, it’s time to take a deep breath and dive into creating something fresh and bold!

Shine Your Way

Finally, consider this comforting truth: when your brand mirrors a big player in the industry, consumers often misconstrue your work as a reflection of the leader. This merely serves to elevate their status in the eyes of potential customers. So, take a bold leap—curse the mediocrity, embrace originality, and craft a brand that leaves a lasting impression!

In the spirit of Sheriff Brody from “Jaws,” it’s time to say, “Smile, you son of a b—” Well, you know what I mean! Get out there and make something original that leaves a splash!

Here’s to creativity and originality—may your marketing always be a wild ride!