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Most marketers respond by shouting louder. They buy more ads. Create more content. They're playing an old game with old rules.
Most people live in perpetual market confusion, trying to appeal to everyone, afraid to disappoint anyone.
Most messages don't suddenly fail. They die from a thousand tiny rejections that could have been prevented.
Most messages are wandering between nowhere and goodbye, unnoticed and unchosen.
The voice they use with you, the voice they use with others, and the voice that hides the truth.
“We’re innovators!”
“Driven by passion!”
“Committed to excellence!”
This isn’t branding. It’s blanding.
Whether you’re lovin’ it or hatin’ it,
it’s undeniable, McDonald’s has
achieved signal at scale.
Early Lyft had personality.
Fuzzy pink mustaches.
Drivers as friends.
First bumps.
Look to old school consumer brands like Band-Aid or Coca-Cola.
Whether you’re lovin’ it or hatin’ it, it’s undeniable, McDonald’s has achieved signal at scale.