In the vast ocean of marketing, standing out requires more than just following the herd; it demands making your path. Some say the marketing world is constantly evolving; for me, it is in some ways. Still, marketers can often cling to tried-and-tested methods when new ways could present better outcomes or completely throw out proven approaches for unproven, shiny new things if they are shiny and exciting enough. Likewise, many marketers need to be aware of the fundamentals of marketing that don't evolve much and ensure they do not ignore what has been proven to work repeatedly, cross-category and cross-geography.
An approach built on solid foundations is a great place to start. From there, the real game-changer can often be found in the bold move of doing something different—breaking the mold, innovating, differentiating, being distinctive, and harnessing the power and potential of unconventional strategies that capture audience attention and set you apart from your competition.
The clever buggers at the Ehrenberg-Bass Institute in Australia have done extensive research that shows most buyers in most categories don't view the brands they use as different or unique in any way. They also say that creating true differentiation is problematic because most products and service offerings are identical. Therefore, being distinctive is what you're after.
Prof. Mark Ritson would say that even so, it's worth aiming for. If you can be both differentiated and distinctive, you are on to a winner, as you'll be easier to remember, easier to like (prefer), and easier to buy.
If most products and services are the same, similarly priced within their competitor set, and sold in similar places and in similar ways, are we just left with doing something different with the promotional 'P'?
From a product 'P' perspective, you can and should create distinctive brand assets (thanks, Jen Romaniuk), or as Mark Ritson says, create brand codes; these are things that become synonymous with your brand and product, making it easier for you to stand out and be remembered. Packaging, characters, sonic cues, taglines, colours, music, etc. play their part.
New and innovative Pricing strategies can also aid brands in stepping out of the sea of sameness, as can new retail strategies that allow brands and products to reach new buyers they couldn't get in front of in the past.
There is no denying that if most products and services are the same, most brands must focus on the promotional 'P' to create a point of differentiation or distinction.
Creating standout marketing strategies that defy category conventions can lead to significant brand success. Here are some examples you may know. Some may be new to you, but all have successfully differentiated themselves (or created distinctiveness) by making their path to commercial success (finance and C-Suite types love that!)
Apple emphasised design and user experience at a time when the focus was primarily on technical specifications, setting new standards in consumer electronic marketing with the "Think Different" campaign.
Dove launched the "Real Beauty" campaign, focused on natural beauty in a sector dominated by unrealistic beauty standards, that had massively adverse impacts on women's self-esteem and wellbeing, drastically changing the conversation around beauty and personal care products and delivering massive commercial gains.
Red Bull positioned itself as an energy drink that fuels extreme sports and adventures. Diverging from traditional beverage marketing by pairing broadcast advertising with content, partnerships, and events that resonate with a lifestyle rather than focusing on the product itself, Red Bull has broadened its reach in the world's biggest sports.
Lush distinguished itself in the beauty industry by utilising fresh, handmade cosmetics and a strong stance against animal testing. It highlighted ethical considerations over traditional luxury or celebrity endorsements.
Zappos focused on exceptional customer service and superior online shopping in its marketing, setting it apart in the competitive online retail space.
Lego reengaged audiences with storytelling and interactive experiences, moving beyond traditional toy marketing to create a global entertainment brand with movies, games, and theme parks.
Ikea innovated in retail by making the shopping experience fun and engaging. Its large showroom floors, the "assemble-it-yourself" concept, and playful advertising emphasised product utility and design.
Innocent Drinks differentiated itself with quirky branding, a focus on natural and healthy ingredients, and a conversational tone in its marketing, standing out in the crowded beverage industry.
Slack broke into the business communications market by focusing on easing workplace collaboration. Its marketing uses a friendly, informal tone to stand out in a sector known for more corporate messaging.
Chipotle emphasized food with integrity and transparency in its sourcing, differentiating itself in the fast-food industry with a focus on quality ingredients and ethical sourcing practices.
TOMS Shoes pioneered the one-for-one giving model, marketing itself as a shoe company and a social enterprise. It appealed to consumers' desire to make a positive impact with their purchases.
Old Spice revitalised its brand by targeting a younger audience and speaking to women as much as men (often focusing purely on women as they do much of the buying), with homourous campaigns that broke away from traditional masculine branding in the personal care space.
Skinny turned its whole reason for being "we'll do anything to keep our prices down" into outstanding campaigns that made the brand famous. For example, it used regular people with famous names in its ads (considerably cheaper than the real folks) or asked its customers (and competitors' customers) to voice its radio ads. The fame it created generated lots of new revenue. Talk about living your position!
These examples show that stepping away from category conventions and focusing on differentiated and distinctive approaches can create something different that stands out, gets noticed, and drives business success simultaneously. Bloody marvelous.
With rewards also come risks.
The primary risk of doing something different involves the uncertainty of your audience's reception. Innovative and disruptive campaigns can sometimes misfire, leading to potential backlash or negative publicity. There is also the financial risk to consider, as unconventional approaches may require more investment. Let's be honest: Nothing from a return perspective is guaranteed. Still, as so much of what the marketing world produces mainly goes unnoticed, it's a risk worth taking.
The rewards can be substantial, and if you are consistent and build and evolve something that's working over the long term, they could be significant. Successful innovative and disruptive marketing often leads to greater brand awareness, greater brand likeability and preference, increased customer engagement, and substantial increases in sales, margin, and profit.
Understanding the fundamentals of marketing, your customers, your brand, and your place in the market, having a good strategy in place, and using creative and talented people to create work that builds fame, cuts through, garners attention, and delivers results helps mitigate the risks and maximise the rewards.
For today's marketers, the challenge is to balance creativity with strategic insight, to be bold and brave while mindful of their audience. It's about harnessing the power of innovation and creativity to not just sell a product but tell a story, create experiences and brand ecosystem (make sure your brand lives and breathes across and through everything you do), and build a brand that is not just worth buying but worth paying more for.
In an age where consumer attention is hard to come by, and without attention, everything else is somewhat immaterial, doing something different, something differentiated, something distinctive isn't just a tactic; it's a strategic necessity.
