Originality is overrated in marketing from "summary" of Buying In by Rob Walker
Many marketers believe that originality is the key to success in advertising. After all, the prevailing wisdom is that in order to stand out in a crowded marketplace, you need to come up with something completely new and innovative. But is this really true? According to Rob Walker in "Buying In", the answer is not necessarily. Walker argues that while originality can certainly be a valuable asset in marketing, it is not always essential for success. In fact, he suggests that focusing too much on being completely original can actually be counterproductive. Instead of trying to reinvent the wheel with every new campaign, marketers should focus on creating messages that resonate with their target audience. One of the reasons why originality is overrated in marketing, according to Walker, is that consumers are not necessarily looking for something completely new and different. In many cases, they are more interested in finding products and brands that they can relate to and identify with. This means that marketers should focus on creating messages that speak to their target audience's values, beliefs, and desires, rather than trying to come up with something entirely original. Furthermore, Walker suggests that in today's hyperconnected world, true originality is increasingly difficult to achieve. With so much information and content readily available at our fingertips, it is becoming harder and harder to create something that has never been done before. Instead of striving for unattainable levels of originality, marketers should focus on creating messages that are authentic, relevant, and engaging.- Walker argues that while originality can certainly help a brand stand out, it is not the be-all and end-all of marketing success. By focusing on creating messages that resonate with their target audience and staying true to their brand values, marketers can achieve success without necessarily reinventing the wheel every time.
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