Over the holidays, I couldn’t help but notice a familiar pattern in TV ads – same ideas, different actors. From engine oil ads featuring animal imagery, sleek cars and stunning landscapes to soap ads showcasing drop-dead gorgeous divas with glowing skin, and then all cooking oils being responsible for the utter bliss, marriages, gender equality and tables full of heavenly food with whole – and by whole, I mean the whole – family around!
Well, the lack of originality is palpable; this phenomenon raises important questions about the nature of advertising and brand identity. Why do brands, despite their unique products, services, and budgets, resort to such similar messaging and creative approaches? Letās explore the reasons behind this trend and generously consider some suggestions for brands to break through the noise and stand out in a crowded market.
Why Do All Ads Feel the Same?
The sameness phenomenon is a long-standing issue in advertising, where brands across various industries adopt similar creative approaches, messaging, and visuals. Interestingly, research suggests that this phenomenon can affect small and large brands differently. While small brands may benefit from blending in with the crowd, leveraging familiar tropes and conventions to establish credibility and reach a wider audience, large brands often suffer from a lack of differentiation. When every brand looks and sounds the same, it can dilute the unique identity and values of larger brands, making it harder for them to stand out and maintain brand loyalty.
The cost of conformity in brand campaigns can be significant, leading to a lack of originality and differentiation. Several factors contribute to this phenomenon.
Playing It Safe – The Creative Risk Brands Avoid
One of the primary reasons brand campaigns feel the same is the lack of creative risk-taking. Brands often play it safe, following competitors instead of taking bold, creative risks. This approach may minimise short-term risks, but it can also lead to stagnation and a lack of innovation.
Another factor contributing to the sameness phenomenon is the influence of stakeholder opinions. When non-expertsā opinions overshadow creative decisions, it can lead to a ācookie-cutterā approach. This can result in brand campaigns that lack originality and fail to resonate with audiences.
The path of least resistance is another factor that can lead to conformity in brand campaigns. Brands may prioritise ease and safety over uniqueness and originality, resulting in campaigns that blend in with the crowd. By taking the easy route, brands may save time and resources in the short term, but they may also sacrifice their long-term potential for growth and differentiation.
The issue of conformity is particularly pronounced in B2B environments, where advertising is often undervalued. In these settings, brands may feel pressure to follow established norms and avoid taking risks. However, this approach can lead to stagnation and a lack of innovation. The consequences of having similar brand campaigns can be far-reaching and detrimental to a brand’s success, leading to a lack of brand recognition, decreased effectiveness, and ultimately, a loss of market share.
Moreover, similar campaigns can also make it challenging for brands to build a loyal customer base. When audiences are exposed to the same messaging and creative approaches repeatedly, they may become desensitised and less responsive to advertising. Brands that fail to stand out may struggle to create meaningful connections with their audience, leading to a decline in brand loyalty and advocacy.
Standing Out – How Bold Brands Break the Mold
On the other hand, brands that successfully differentiate themselves can reap significant rewards. For example, brands like Dove, Kenwood, Coca-Cola, Careem, EBM and Shan Foods have managed to break through the noise by taking risks and being authentic in their marketing efforts. These brands have created memorable campaigns that resonate with their audience and set them apart from competitors.
To stand out in a crowded market, brands need to take risks, be authentic, and focus on storytelling. Storytelling is a powerful way to connect with audiences and create memorable campaigns. Brands should focus on telling stories that resonate with their audience and reflect their values.
Brands should be willing to take calculated risks and try new approaches. This can involve experimenting with new formats, channels, or messaging. Authenticity is key to building trust and credibility with audiences. Brands should strive to be genuine and transparent in their marketing efforts. This can involve showcasing their personality, values, and mission.
Brand personality is what sets a brand apart from its competitors. Brands should emphasise their unique personality traits and tone of voice to create a consistent and recognisable brand identity.
Ultimately, the phenomenon of similar brand campaigns is a widespread issue that can have significant consequences for brands. By understanding the reasons behind this similarity and taking steps to differentiate themselves, brands can break through the noise and create memorable campaigns that resonate with their audience. By taking risks, being authentic, focusing on storytelling, and emphasising brand personality, brands can stand out in a crowded market and build a loyal customer base. Ultimately, it’s time for brands to think outside the box and create campaigns that truly reflect their unique identity and values.