As kids, we’re obsessed with fitting in. Our deepest fears are centred around being left out and we make behavioural, fashion and even lifestyle choices to gain the approval of our peers. This continues well into our teenage years no matter how many times we hear the words “just because your friends are doing it, does not mean you should too.”
And then as we approach adulthood, almost overnight, the script flips and the most backhanded compliment you can give an adult is implying that they’re not special.
I like to think that brands are like people. At inception brands are happy just for the chance to play in the category, fulfilling the same needs that the competition does. However, as they reach maturity, in an ideal world the best brands shed their “me-too” skins in pursuit of unique brand personas.
But a quick look across industries will show you that far too many brands are failing to grow out of “me-too” marketing. Colloquially termed ‘copycat’ marketing, the “me too” strategy is as big a problem for green horn brands as it is for even the most established brand names.
Last week, there was a viral tweet about the “poor” quality of ads airing on Big Brother Nigeria. According to the poster, with all the money spent buying media placement, the brands would have done well to invest in better quality advertising.
As a marketing person with an advertising agency background, my first instinct was to strongly agree. As a conscious “anti-hearder”, my next instinct was to think “but an ad can be so bad that it becomes a cult classic and ends up actually being really good!”
Getting the best out of your influencer marketing efforts
The career woman’s guide to self promotion
Or random advise to young Marketing Managers
The surprise and delight strategy is burning a hole in your pocket and i’m here to tell you to stop.
To be in marketing in Nigeria is to surrender to an infinite loop of using the words “Not sales, marketing…”
In my early days as a strategist, I was obsessed with interrogating celebrity worship culture. Particularly celebrity worship culture fueled by controversy. It seemed asinine to me that the more problematic a public figure behaved, the more likely people were to tattoo their faces to visible body parts, scream uncontrollably and have complete meltdowns at the sight of them.
Can controversy be a tool for business growth?
This year feels like it’s happening in a fog. If a fog had a virus in it and pockets of protests. There are many times where writing about marketing (even in context of the pandemic) has seemed like it’s besides the point. Perfectly irrelevant. But what other choices do I have? In my first year…