1. You look and sound exactly like your competitors.
95% of marketing exists in a self-made echo chamber of white noise that’s heard by everybody, but remembered by no one. I suppose we are tribal beings. Deep down, we all love the primal sense of safety that comes with doing what’s expected of us and fitting in. It takes energy and courage to stare down our subconscious and stifle that pesky lizard brain. But it’s worth the fight. Because a brand with its own style, own voice, own point of view – is instantly ahead of the pack.
WTF you can do about it: Break out of the echo chamber and seek inspiration from outside your category. For example: If you’re in food logistics, maybe the art direction and design of a 1990’s PlayStation game like WipeOut 2097 could inspire a more distinct brand and comms.
2. Every PowerPoint slide has 20 bullet points.
We call this; death by detail. You’re in real trouble here. No one looks at 20 bullet points, rubs their hands with glee and dives in. No one. Great brands are remembered for just one thing. ONE! And this one thing is normally articulated in a powerful and emotive way using around 2 or 3 words (Just Do It, Reassuringly Expensive, Impossible Is Nothing, I’m Lovin’ It …etc). Next time you’re smashing return with your pinky and writing your little heart out, please try and remember this.
WTF you can do about it: Work with a copywriter and take an axe to your brand’s typographically accented fluff.
3. The big wigs are more interested in their phone than your big idea.
You’ve spent weeks prepping for the big meeting at the big table in the big meeting room with the big wigs. Because you need their money. You need their approval. You need them to see how brilliant you are! So the sudden sinking feeling you get when they lose interest and whip out their phone on slide 3 will mess you up.
Power dynamics dictate you have to ignore their blatant rudeness and plough on. But inside you’ve marched over, grabbed the phone out of their disrespectful digits and hurled it out the f**king window.
In reality, they hurry you through your 128 slide masterpiece, mumble something vague and then gesture towards the door. Leaving your head spinning and your heart crushed.
WTF you can do about it: Work closely with a Creative Director, copywriter and designer to turn 183 slides of complexity into 30 slides of elegant and impactful simplicity.
4. Your mates change the subject when you start moaning about your poor campaign results (again).
Look, they like you. They respect you. They do. You’re the fun one. But they’ve heard it all before. And that’s really boring. Especially in the pub on a Thursday night.
WTF you can do about it: You could ditch your real mates and only hang out with other marketing types. They might have more empathy for your pain. Or you can realise that things like ROI and engagement metrics mean nothing in the real world.
4. You feel ashamed to admit where you work.
This is surprisingly common. Even founders can feel ashamed of what they are building when their brand doesn’t match their lofty vision or standards. If you’ve ever felt hesitation when reposting your brand’s content to your personal account. Or left your LinkedIn frozen in time. You must take action.
WTF you can do about it: If your brand doesn’t match your street cred, perhaps it’s time for a rebrand. A good rebrand is not about changing your logo. It’s about changing what your brand means, and making it into something people can believe in. Make it something they rally behind and share with pride.
6. Your mum doesn’t know what you do and doesn’t seem to care that much.
The familiar smells and shapes of your childhood home calm you as the front door opens. It’s been another punishing week in the marketing department. You step inside. The cat brushes your leg, the little old dog wags its tail into a blur and your mum closes in for a cuddle.
“How’s it going babe?” She says as she invites you in.
You begin to offload. Snowballing from one annoyance to another.
Her eyes quickly glaze over, she does that smile we all do when we want to change the subject and she interrupts you.
“That’s lovely darling. Fancy a tea?”
That’s right. Your mum just vagued you off. The person that very likely loves you most in this world, couldn’t give a toss about your boring brand.
WTF you can do about it: When she asks, just tell her everything’s fine. She doesn’t need to know.
BE AN ENEMY OF BORING: A MANIFESTO
The world is pure chaos. And we’ve never been so busy. It’s just easier to give up the fight and do what’s expected of us. Tick every box. Nod along. Take the money. Be boring.
But, from me to you. Please don’t lose the will to fight. I know pushing for difference is hard work. It can ruin weekends and agitate the fragile egos of the C-Suite. But, when our searching questions prompt others to reconsider. When our will to be distinctive is rallied behind and we manifest difference. When we rebel against boring. We put new and exciting ideas into the world. It’s these ideas that push us all forward.
A great brand isn’t a well designed logo and a slick TV ad. A great brand is a lighthouse. Shining bright through the chaos. And we are the lighthouse keepers. So shine bright. Be an enemy of boring.
Written by Hayden Peek
Founder + Creative Director @ RebelFuture. The agency where every brief is a chance to change the world.
