The age of average
A great article from Alex Murrell – The age of average.
This broader perspective should provides a cautionary tale to brands. It should reminds brand owners they MUST still seek to differentiate – or at least find relative differentiation. Then it’s imperative to present all facets of the brand distinctively.
“The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colours and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we buy, their adverts, identities and taglines all look the same.
But I believe that the age of average is the age of opportunity. When every supermarket aisle looks like a sea of sameness, when every category abides by the same conventions, when every industry has converged on its own singular style, bold brands and courageous companies have the chance to chart a different course. To be different, distinctive and disruptive.”
And beware of shelfies.
#Marketing #BrandStrategy #Differentiation #Distinctiveness