3.16.09 :: At Moniker, we’ve always believed being different is good and being amazing is great. The difference between the two is often about timing. Point in case:
This Pepsi ad breaks one of the immutable laws of food advertising– appetite appeal. Or does it? In a saturated industry where slapstick humor and lifestyle photography are the norm, is it so weird to have a lime relieving itself into your product? The answer is no. It garners attention and opens the doors to a new playing field that Pepsi’s audience was ready for.
With that being said, designer, Chip Kidd still warns us, “An idea, no matter how good, ahead of it’s time, is a bad idea.” (Just think about doing Dove’s 2007 real beauty campaign in the 50’s.) We operate in a complex marketplace of thoughts and the question of difference always has to do with timing– finding the swell before the wave. The best clients know this. We strive to jump atop it.
So, when can you achieve critical mass for amazingly different?
1. When boredom sets in
If your business is not stimulating you and/or your customers, there’s a reason, and it usually has to do with ‘business as usual’. Remember– work is not boring.
2. When there is a major untapped consumer generated trend
Think Hush Puppies or Facebook, both of whom saw a trend and then surfed it.
3. When everyone else is distracted
I.e. during a financial crisis. While everyone is worried about what they do and how they spend, by taking a little risk you can stand out and maintain a healthy business.