Breaking Tradition: The Power of Originality in Marketing

Breaking Tradition: The Power of Originality in Marketing

In the vibrant city of Chicago, where creativity flows through the streets like the wind off Lake Michigan, there’s a big conversation brewing about the value of originality—especially in marketing. This past summer, I embarked on a little personal project that had me stepping outside of my comfort zone. Instead of indulging in my usual summer ritual of watching the classic movie “Jaws,” I decided to read the source material—Peter Benchley’s original novel.

Lessons from the Waters of Creativity

Surprisingly, this endeavor turned out to be less terrifying than I anticipated. In fact, it wasn’t scary at all! Unlike Stephen King’s “Salem’s Lot” or “It,” Benchley’s tale made me think deeply about innovation, risk-taking, and marketing. Believe it or not, when Benchley penned “Jaws,” shark attack thrillers didn’t even exist in the literary world. At the time, shark research was practically non-existent, and many thought his book wouldn’t even sell. Yet, he dared to create something entirely new, stepping out from the crowd of what was already out there.

Stepping into the Sea of Sameness

Now, you might ask, what does this have to do with marketing? Quite a bit! Companies around the world spend billions of dollars every year trying to make a name for themselves amid the competition. But here’s the catch: because everyone is looking for a sure bet, they often avoid risks and stick to the familiar. This cautious approach leads us to what I like to call the Sea of Sameness. When every marketing campaign looks and sounds the same, it’s easy for brands to blend into the background. This makes it incredibly hard for consumers to remember them, which is a real waste of all that spending!

Originality Equals Loyalty

Marketers should embrace their inner Benchley! Remember, consumers love originals. They form deeper connections with brands that stand out. One of my early mentors used to say, “Nobody is standing around waiting to see what [insert brand name] will do next. They don’t care.” The job of a marketer is to make people genuinely care about a brand. The best way to do this? Be original. Copying others not only leads to unflattering comparisons but also risks having your efforts overshadowed by the brand you are mimicking.

The “Jaws” Phenomenon

To prove this theory, let’s circle back to “Jaws.” It’s worth noting that Benchley wrote the one and only “Jaws” novel. Guess how many movie sequels followed? Four? Five? Let’s just say that, despite the best efforts in sequels like “Jaws 3-D” and “Jaws 4,” they didn’t quite hold a candle to the original. Audiences echoed this sentiment, preferring the authenticity that Benchley brought to the table.

Making Waves with Creativity

Now, consider this—a slew of shark-themed movies followed, but many of them faded into obscurity. However, one outlier, “Sharknado,” shook things up. Was it quirky? Absolutely! Did it take risks? Without a doubt! That absurd combination of sharks and tornadoes caught everyone’s attention and went on to create a franchise that raked in a staggering $4.503 billion. A two million dollar investment turned into a big win for originality.

Be Brave, Break the Mold

The bottom line is that it doesn’t matter if you’re not planning on creating *the next big shark movie*; what matters is to look at your brand and your competitors. If there’s any hint of similarity, take a deep breath, and carve a new path. Remember, when brands copy industry leaders, it’s often the original that gets credited—not the imitator!

So, as you dive into your marketing strategies, keep these lessons in mind. In the spirit of Sheriff Brody from “Jaws,” let your creativity flow and remember to “Smile, you son of a bitch” and make something original.