Mythbuster: Saying something different

Les Binet and Sarah Carter
DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that brands always need to say something different.

Picture the scene. The presentation was going well. The agency had reviewed the campaign strategy. The creative director had presented the new creative idea. The client team had, in turn, given their approving comments. Finally, the marketing director spoke. She loved the idea, and applauded how it spoke to her desired customers in a new way. Then came the 'but'… And it was a familiar one to us: "But couldn't anyone say that?"

Grrr… Somehow it's now received best practice that high on the checklist for successful communication is saying something different. So, time and effort is spent reviewing what competitors 'say', on research to find something to say that's not only 'relevant' but also 'new', and on testing propositions to ensure they are 'unique'.