For anyone who has ever been given a brief and thought there was no way you could do something that would make it stand out from the category, watch this …
We’ve all been there …
You get a client who wants to stand out and yet every single element of their brand is the same as every other middle-of-the-road, passive brand within their category.
They look the same … they do the same … they have the same ingredients, same distribution, same packaging and same price.
And god forbid you’re working on a client in Asia because there, the general attitude is they WANT to be like the category … standing out is regarded as corporate suicide.
So what do you do?
Well, whilst I appreciate the desire to just go with the category flow is tempting – if only to have an easy life – it’s worth remembering there are always ways to make average a little bit more interesting and differentiated … and whilst it might take more work, if you open your eyes, use a little imagination and collaberate like a motherfucker, it can happen and the best bit is the guys who succeed in putting an interesting-yet-relevant spin on an old and and established view always get the plaudits and the bigger job offers.
Exploration. Investigation. Imagination. Insight. Inspiration. Collaberation. Action.
So next time you think – or are told – you’re painted in a corner, think of this clip and starting looking for how you can create your fresh melody with the same boring notes.