Bring the fight to brand mediocrity & commoditisation.
From Bland To Bold:
Research shows, 75% of brands wouldn’t be missed if they disappeared overnight.
Can you afford for your brand to be bland?
Source: Havas’ Meaningful Brands Report 2021, Global consumers
You have two choices: blend into the background or break through with unignorable distinction. Most brands choose to conform. We choose to rebel.
DEATH
TO
BLAND
Australian consumers are drawing in ~65,000 marketing messages daily, yet 90% of brands sound identical. Bland brands become background noise, often forcing them to compete on price or simply fade into insignificance.
* Boring is a brand killer - dare to have a personality.
REJECT
THE
GENERIC
Research shows 64% of consumers see no meaningful difference between brands in most categories. This commoditisation trap forces brands into destructive price wars where margins vanish and differentiation dies.
* Refuse to be interchangeable - own your unique value.
EMBRACE
YOUR
CHALLENGER
Industry orthodoxies exist to be challenged. Every breakthrough brand succeeded by rejecting conventional wisdom. In rapidly evolving markets, yesterday’s best practices become tomorrow’s limitations - challenge the norm.
* Question everything - especially ‘how it’s always been done’.
DEFY
THE
COPYCATS
Copying the market leader’s strategy always guarantees being second best. Smart challenger brands using truly original strategies grow up to 2.3x faster than those following established patterns - defy the urge to copy.
* Lead, don’t follow - and create your own playbook.
Have distinct voices that spark conversations and create emotional connections.
Own defendable territory with breakthrough positioning that competitors can't replicate.
Lead, don't follow by challenging the status quo and setting new industry standards.
The ideal world? Brands that:
The Anti-Bland Intervention
No one aims to be boring, but with half of all marketing in Australia barely getting any reaction, bland is what we’ve got.
Game-changer brands understand the need to question their strategy to beat boredom, after all, it’s crucial for survival.
When your ambitions outstrip your resources, you can’t afford to waste time or money on mediocrity - so never settle for bland.
The DARE TO BE DIFFERENT guide is available now - yours free to download!
