In today’s marketing world, we find ourselves inundated with far too many marketing and advertising offerings that are functionally copycats of some other unsuccessful marketing plan.
It is as if people sit back and start their consideration by asking what everyone else is doing and how can I knock that off.
In Washington DC, you see it in almost every political advertisement.
In sports, tell me if you can differentiate most of the brands.
At the movies, how often does the formula for launching a movie feel familiar.
A few years back, Seth Godin wrote a book called Purple Cow. It talked about how you had to be unique to stand out. The premise being that you don’t notice a regular old black and white cow, but if you see a purple cow…you stop and notice.
That’s what’s missing from most marketing. Too much black and white, not enough purple.