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 consum...
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