A great (and very common) example is Innocent. Famously became a household name in a matter of months. Everyone was impressed with the way they effortlessly succeeded. But theirs was a unique story, possibly unrepeatable. Many have tried to copy them, few have found anything like as much success, and most have spent rather a lot of money in the process.
This backwards approach to marketing focuses people's attention on the media, rather than the message. Closer analysis reveals that although Innocent could never have planned their rise to fame in any detail, they were always absolutely sure of who they were, what they did and why it mattered. They concentrated on clear expression of their identity in a way that their customers could appreciate, and stuck to simple principles with passion.
Copying their tone of voice, design style, channel choice or media mix might get you some reflected glory as an 'also ran'. But the best way to copy their success is to emulate their authenticity. Simple truth is always more compelling than complex fabrication...
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