|Which is your brand?|
But a large number of brands are consistently bad at this when it comes to advertising. For example, at the moment it’s barely possible to tell the difference between the advertising of different car manufacturers, or of different spirits brands.
Advertising has become plagued by clichés, category norms, comfortable territory and accepted ways of doing things.
Unfortunately for brands who have fallen victim to this, similarity is the road to obscurity (and a huge waste of marketing budget) as they become lost in the crowd.
Finding happy mediums, familiar territory and compromise might keep people happy in meetings, but it often also strips ideas of their power.
What might seem like a safe choice in the confines of a boardroom will most likely be a waste of money when it’s out in the real world.
It's an old cliché, but true, that advertising that feels safe or familiar is actually a quite risky thing to do.
There’s no ‘safety in numbers’ when it comes to advertising. If someone else is doing something similar to what you’re doing, or looks or sounds like you, you’re both in trouble.
Generating and maintaining a distinctive presence in your category will go a long way towards helping your product be the one selected by the customer.
That means more people buying your stuff, by the way.
For more pithy challenging of received wisdom, our new book ‘How To Make Better Advertising and Advertising Better – The Manifesto for a New Creative Revolution’ – is available exclusively at the Design Museum.