BBH's famous philosophy isn't just a creative slogan; it's rooted in the neuroscience principle that people disproportionately remember an object that differs from the rest in a series. This explains why distinctive marketing cuts through the clutter.
The ubiquitous awareness-consideration-conversion funnel originated as a script for door-to-door salespeople in the 1920s. Digital platforms revived it simply to categorize and sell their complex ad inventories, not because it reflects actual consumer behavior.
Established brands often abandon their most powerful assets, like Weetabix's slogan, because a new CMO or agency wants to create something fresh. This common mistake discards years of built-up brand equity for the sake of novelty.
The famous John Lewis Christmas ads maintain consistency not with recurring characters, but through a recognizable 'handwriting'—a familiar narrative structure, musical echo, and the core idea of 'thoughtful gifting.' This allows for creative freshness within a branded framework.
B2B marketing is often undifferentiated because marketers mistakenly believe purchase decisions are complex and unemotional. In reality, buyers are still human. Brands like Salesforce succeed by breaking this mold and borrowing emotional, character-driven tactics from B2C.
The fear that AI will flood the world with low-quality content is misplaced. According to Sturgeon's Law, 95% of everything produced in any era is low-quality. The professional's job remains unchanged: to create the excellent 5%, regardless of the tools.
True brand asset mastery isn't rigid consistency, which can lead to 'branded wallpaper.' It's about playfulness. McDonald's constantly remixes its golden arches and colors to keep the brand fresh and interesting while remaining instantly recognizable.
The origin of a brand asset, like Octopus Energy's name, can be entirely random. What matters is not the initial logic but the subsequent process of imbuing these 'empty vessels' with meaning through consistent communication and brand actions over time.
To break out of the B2B 'sea of sameness,' perform a simple visual audit. Aggregate all competitor websites, ads, and communications onto a single slide. This will immediately reveal the category's dominant codes, allowing you to strategically do the opposite.