When brands are immature.
When we try to be different, we turn out all the same.
In a recent study its even been explained mathematically why all hipsters look the same.
“If you take […] any group that decides to go against the majority—by trying to be different, they will ultimately all do the same thing at the same time”
The same goes for brands.
Most are hipsters.
After all, it’s only human. Brands are supposed to be human.
They display what American novelist Edith Wharton called “symptom of immaturity” or the “dread of doing what has been done before.”
But inadvertently wind up conforming.
Their picture of “new” and “different” is the same - at exactly the same time - as all other brands.
Shakespeare said “To thine own self be true”.
To have a self, to which to be true.
We struggle with this every day, just like brands.
It all starts with leadership, or trust, authenticity, and meaning if we listen to Simon Sinek.
Or “finding your truth” according to Jay-Z.
“If I go into a studio and find my truth of the moment, there are a number of people in the world who can relate to what I’m saying, and are going to buy into what I’m doing. Not because it’s the new thing of the moment, but because it’s genuine emotion.”
Nothing new under the sun I know, but easy to say, hard to do.
Nicolas Makelberge [Strategic Planner]