Breaking the Mold: The Importance of Originality in Marketing
On a lovely autumn day in Boston, as leaves turned to shades of gold and red, we found ourselves reflecting on the importance of breaking away from tradition, especially in the world of marketing. Just as each season comes with its own set of rituals, our careers can benefit from breaking away from the same old routines.
This summer, instead of revisiting the classic shark thriller “Jaws” for the umpteenth time, I decided to dive into Peter Benchley’s original novel that inspired the film. Let’s just say, if you’re after a scary read, you might want to pick up something else. Compared to Stephen King’s “Salem’s Lot” or “It,” Benchley’s book is a breezy read. Yet, it carries a powerful lesson that resonates with my work in marketing and advertising.
Breaking New Ground
When Benchley penned his book, shark attack stories weren’t standard fare. In fact, the entire genre didn’t exist! Risk was a major part of his creative venture. He needed to create something fresh because sticking to the conventional would have kept him in the shadows. This is a big takeaway for all of us, especially marketers: real innovation happens when we challenge the status quo.
It’s easy to follow trends or imitate successful campaigns, but true creativity lies in original thinking. Companies collectively spend billions of dollars each year in marketing efforts to capture our attention, but the risk often leads them to play it safe. We see a phenomenon that can be described aptly as the “Sea of Sameness.” When brands mimic one another, they blend into the background. The truth is, when everything looks and sounds similar, nothing stands out. Without that distinctiveness, money spent on marketing efforts might as well be tossed into the ocean.
The Power of Originality
People love connecting with unique, original ideas. They gravitate towards originality, and that translate into brand loyalty. One piece of wisdom from an early career mentor sticks with me: “Nobody is standing around waiting to see what your brand will do next. They don’t care.” If you want to make your audience care, you first have to give them a reason to.
Let’s circle back to “Jaws.” Benchley’s original story resonated with audiences, leading to a series of sequels that simply didn’t hit the mark. We had “Jaws 2,” “Jaws 3-D,” and “Jaws: The Revenge;” they simply couldn’t capture the magic of the first. In fact, according to many reviews and audience reactions, those subsequent films are maybe best left forgotten! Then, of course, there’s this other shark sensation—the one and only “Sharknado.” Sure, it’s famously campy and absurd—a fun pairing of sharks and tornadoes—but it managed to capture a wild audience that loved its originality.
Innovate or Imitate?
From its initial $2 million budget, the “Sharknado” franchise raked in over a whopping $4.5 billion by 2017, proving that audiences love a fresh twist. Even movies like “The Meg” added their own quirky spin on the classic shark theme, finding immense success at the box office.
The key takeaway? Break away from what’s expected. Take a good look at your brand against the backdrop of your competitors. If you find similarities, it’s time to step back and carve your own unique path.
If you’re still unsure, consider this uncomfortable truth: When brands attempt to mimic the industry leader, customers often attribute that creativity to the original creator. As a result, your efforts may instead amplify your competition’s image rather than your own.
Have the Courage to Create
So, as we embrace the fall season here in Boston, it’s a great time to remind ourselves of the importance of originality and courage in marketing. In the memorable words of Sheriff Brody from “Jaws,” let’s all go forth and “Smile, you son of a b*tch.” It’s time to create something fresh and original!
Remember, bring your wild ideas to life and don’t shy away from taking risks. The world needs more originality, and it might just be the ingredient that helps your brand stand out among the waves of sameness.
