Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Comment, Communication Strategy, Creativity, Culture, Empathy, Relevance, Resonance
One of the things I hate is when I hear someone say ‘normal’ in relation to people.
What are they going on about?
There is no such thing as normal.
There may be habits or tastes or behaviours that are common, but that doesn’t make the people undertaking them, normal.
Ordinary perhaps … but not normal.
Our industry is obsessed with trying to sell mass.
I get it – clients want to reach as many people as possible – but while it sounds more efficient for a clients marketing investment if you talk about people in terms of ‘normal’, it doesn’t mean it is more effective.
If anything, quite the opposite.
As I have said countless times, we need to stop thinking relevance is the win and start aiming for resonance.
Of course to do that, you have to be comfortable with uncomfortable – and that’s why I think we’ll be seeing terms like ‘normal’ and ‘relevance’ for decades to come.
Until most of us don’t exist anymore.
12 Comments
Where did this come from?
Did someone call you normal?
You are a lot of things but you’re not normal.
Comment by Bazza August 21, 2019 @ 6:33 amBut he can be very ordinary.
Comment by Billy Whizz August 21, 2019 @ 6:54 amI’ll take that given most people would call it ‘tragic’.
Comment by Rob August 21, 2019 @ 8:22 amWell said Robert. Normal is one of the worst passive aggressive statements.its designed to make people oppress their natural instincts to fit in with the controlled behaviour of someone above. Who wishes for a world of normal beyond politicians?
Comment by Mary Bryant August 21, 2019 @ 7:02 amI think many people would like Robert to be a little more “normal”. Typically his bosses and colleagues.
Comment by George August 21, 2019 @ 7:53 amAin’t that the truth … Hahaha.
Comment by Rob August 21, 2019 @ 8:22 amWell said Mary.
Comment by Lee Hill August 21, 2019 @ 8:42 amOnly 4 comments before mine and it already feels like a comment thread from 2009. Weirdly, that makes me happy.
Comment by Rob August 21, 2019 @ 8:21 amIs conformity normal?
Comment by john August 21, 2019 @ 9:59 amhttps://ecdswithfoldedarms.tumblr.com
Comment by Pete August 21, 2019 @ 12:24 pmNormal and ordinary, hahaha.
Comment by Rob August 21, 2019 @ 1:17 pmhttps://www.ecmrecords.com/
Comment by John August 21, 2019 @ 1:50 pm