DIFFERENT IS GOOD

Many people in life are scared to stand out. Worried if they don’t conform to the norm they’ll look stupid. I’ve seen it in many brainstorms and creative presentations over the years. If someone suggests something and the other opinions around the table differ, they shrink in their seats. Surely if everyone else disagrees with them they are wrong.

But shouldn’t advertising be about being different? Helping brands to stand out from their competitors. So they cut through all the noise, get noticed and sell products.

If everyone around the table agrees, is that a good thing? Or have you simply arrived at something that is nothing better than nice? Something that ticks the boxes on the brief, looks okay, and won’t offend anyone. But equally, something that isn’t going to stop anyone in their tracks and grab their attention. Something that isn’t memorable.

Sometimes, brands dare to stand out.

It’s why Nike created the red and black Air Jordans for Michael to play in, when the rules stated that basketball shoes must be predominantly white. And they paid the $5,000 fines. But their shoes were televised for the whole basketball match. Much cheaper and more beneficial than a thirty second commercial.

It’s why Apple decided to think different. Why they were the first company to create colorful computers rather than the standard beige ones we were all used to. Why they were the first company to introduce a revolutionary touch screen phone that also worked as a computer and music streaming device. And why they are now one of the biggest brands in the world.

It’s why Airbnb launched and didn’t just change hotels, they changed the entire travel industry.

It’s why Tesla launched and didn’t just create a car, they electrified the motor industry.

It’s why Netflix changed how we watch movies and TV shows (and why Blockbuster no longer exists).

It’s why Uber changed how we jump a cab.

It’s why Amazon changed how we shop.

There are lots of examples of brands being different. And they all have one thing in common. They challenged convention.

That’s what the best advertising should do.