When best practices become worst practices

Seth Godin has made a cottage industry of writing remarkably short and memorable blog posts. A best practice of blog writing is typically 300-600 words. Seth’s latest post is 55 words.

There is a comfort zone in following best practices, but if that practice is firmly welded to decision-making, you may miss many opportunities. I learned this from the advertising icon and maverick George Lois. 

He wrote, “Most great slogans have the brand name in the slogan.” As a creative director, I don’t love this idea. It’s “Just Do It,” it’s not “Just Do It in Nikes.” So, a best practice is don’t hit the brand name cymbal twice. 

But then, you have:

With a name like Smuckers, it has to be good.

Avis is only #2

The Independent. It is. Are you?

Absolute Perfection.

Schweppervescence.

Got Milk?

Old taglines? Yes. Some of the greatest slogans today don’t mention the brand. But that doesn’t mean I will inflict a best practice on something that might work even better. Think the Maginot Line.

Best practice doesn’t always make perfect.