I came across a great article featured in a newsletter from the American Marketing Association. “What You Have to Say Isn’t Unique. How You Say It Can Be” by Nathan Thornton shares a little history on genius marketing and some tips on how you can make your marketing efforts unique to you.
Mr. Thorton states,
“Brands are often looking for something “ownable,” something that only they can say. But the truth is that the only way to create something ownable is to create something, and then own it. Nike snatched up “Just Do It” before a company such as Adidas or Oral-B had the chance, and they’ve been owning it for 30 years.
We’re not as unique as we think we are. We all tend to do the same things as other brands in our category or industry. Because we can’t actually be unique, we must focus instead on appearing unique.”
He goes on further to encourage us to take our time and think about why we do what we do, who we are projecting ourselves and our businesses to be, and once determined, own it. Be it. Live it.
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Special thanks to Nathan Thornton. Nathan Thornton is the executive creative director at brand agency Ologie.