Many marketers look to their competitive set or category to inform the tone and voice of their own marketing. Look around. Who’s really taking chances? Who’s really standing out? More often than not, it’s a sea of sameness. How distinct is your voice?
COURAGE IS MANDATORY
It is likely that generations of men have had unfortunate accidents shaving “down there,” yet how long has it taken for a brand to actually address the issue head-on?
Dollar Shave Club continues to deliver. This time, it’s with its new BUTTER SAFE THAN SORRY campaign. When nearly any other brand would simply dodge the conversation, speak in neutral language, or leave it to the consumer to figure out, Dollar Shave Club continues to have the courage to find its edge. And in doing so, wins big.
FREE RANGE TIPS:
If you don’t get ahead of the pack, you’ll never get your share of the kill. Hide in the middle and you’ll die a slow death.
When you know where you’re going, find your edge. If you’re uncomfortable, you’re getting there.
Endless opportunities exist to take some chances. Today, consumers expect your authentic voice and personality to shine through. If it’s not, you’re on the road to becoming a commodity.
So where can you push some boundaries?