Discovering the Power of Originality in Marketing: Lessons from “Jaws”
In the heart of creative spaces across the country, a conversation is brewing about the significance of standing out, especially in the crowded marketplaces many brands find themselves in. With every season rolling around, traditions emerge, but what happens when it’s time to break from the old ways to forge a new path? That thought crossed my mind this past summer while reading Peter Benchley’s iconic novel, Jaws.
A Bold Move to Source Material
Instead of indulging in the classic thriller film that’s become synonymous with summer, I decided to dive deep into the book that started it all. To my surprise, it wasn’t the terrifying experience I had anticipated. Sure, other horror novels like “Salem’s Lot” and “It” keep readers up all night, but Benchley’s offering felt different. What struck me most wasn’t the novel’s scare factor, but its revolutionary stance in the genre of shark attack thrillers, which didn’t even exist prior to its release.
Taking Risks: The Benchmark for Brilliance
Benchley was swimming against the tide. The landscape of literature and shark research was barren ground, and the odds were stacked against him. Yet, he abandoned the predictable path and ventured into something entirely new. This kind of creative bravery opens doors not just for writers, but for anyone looking to make a mark in their field—even marketing professionals like myself.
This notion of originality runs deep in the roots of effective marketing strategies. As companies continue to invest billions annually to increase their presence and awareness, many cling to the familiar, resulting in campaigns that feel safe but ultimately fall flat—leading us straight into the dreaded Sea of Sameness. Familiarity might feel safe, but as we know, it can drown your brand in the midst of other similar messages, leaving little to no memorable impact.
Originality Drives Loyalty
Customers are drawn to originality; they crave a fresh take and are more likely to stick around when they feel a genuine connection with a brand. A wise mentor of mine once said, “Nobody is standing around waiting to see what [your brand] will do next. They don’t care.” Your challenge? Make people care. And one foolproof way to do that is by being original in your approach, creating something unique that resonates.
The “Jaws” Legacy: A Lesson in Originality
Consider the legacy of “Jaws.” It stands alone as the definitive shark novel, leading to countless sequels that never quite captured the original’s spark. In fact, it could be argued that many of those follow-ups, like “Jaws 3-D” and “Jaws: The Revenge,” were simply pale imitations aimed at grasping at the success of the initial film. Audiences perceived them as such, and as a result, they didn’t resonate.
Now, let’s take it a step further and talk about the phenomenon of Sharknado. Eye-rolling aside, this absurd yet original concept—mixing sharks with tornadoes—managed to capture considerable audience attention and turned into a full-fledged franchise raking in over $4.5 billion since its debut. That’s the kind of economic tidal wave that came from daring to be different.
Charting Your Own Course
The question remains: how do you chart your own course in a sea of competition? Start by assessing what’s out there. Look at your brand next to your competitors’. Is there any similarity? If yes, it’s time to take a leap and carve out a unique identity.
Remember, if your brand simply copies the bigger players in the industry, consumers tend to associate the innovation and creativity with them, not you. So why not honor your uniqueness instead? In the words of Sheriff Brody—let’s channel that fearless attitude and create something truly original that makes waves in your industry.
In Conclusion
As we reflect on the lessons of creativity and bravery gleaned from “Jaws” and its enduring impact, let’s not forget that at the core of every great brand is a story that stands out from the pack. Customers will continue to gravitate towards the authentic and original, making it crucial to embrace that spirit not only in entertainment but also in the world of marketing.
