Tuesday, February 03, 2009

Remarkable.

Caught this vid from Seth at TED on the "importance" of being "remarkable". (actually, it was linked to a PSFK article...so go there, too). The purple cow example is not new...but it's still striking, and it confounds me that more marketers, brand managers and product designers don't follow it. why do beer companies think that new secondary packaging will sell more beer when EVERY beer company is always changing their secondary packaging.

a great example was a brain drizzle i was in a few weeks ago and someone asked, "can we tell or show that we're are smarter than the other guys." and the resounding answer was no...we can't. we can show them we're smart...we can show them we're good...but we cannot show them we're smarter. what we need to show them, i argued, is that we're remarkable. we'll see how it goes....

2 comments:

dannyb said...

i get the message - but more often than not our clients are asking us for some experiential 'sizzle' to accompany a strategy that's already in place. How do we truly shift gears into being the 'brand strategists' that we think we are?

Raybacon said...

experiential sizzle can be remarkable...we can propose doing something that no one else is doing. as it's been said...slay our sacred cows: "what if tomorrow we were told we had to stay in the "mobile event business"...but no longer could use anything with wheels?