Why Your Marketing Sounds Like Everyone Else
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Why Your Marketing Sounds Like Everyone Else
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"Great food. Great drinks. Great times." Sound familiar? It should... because every restaurant, bar, and winery in your area is saying the exact same thing. And when everyone says the same thing, no one is actually saying anything.
In this episode, rebranding experts, Reilly Newman and Scott Saunders, break down one of the most common brand mistakes founders make: signaling the obvious. Table stakes (quality service, professional staff, great product) aren't a brand strategy. They're the minimum requirement for staying in business. Your brand should be built on what's distinct, not what's expected.
They walk through some of the best examples of brands that found their edge in the non-obvious: KFC's secret recipe nobody could replicate, Buc-ee's staking its entire identity on clean bathrooms, Red Bull and Jägermeister turning genuinely bad taste into proof that the product works, and the Savannah Bananas turning baseball's rulebook into a theatrical spectacle that's now selling out stadiums.
The most powerful brand moves are almost always counterintuitive. And if your audience's reaction to your messaging is "well, yeah, obviously" it's time to rethink what you're saying.