Next time you’re out and about, look around. From the buildings we live in and cars we drive to the signage we see, everything is starting to look the same.
Welcome to the age of average.
This phrase came to our attention last spring in an article by Alex Murrell. His piece outlines many of the ways our world is drowning in a sea of sameness.
Interior design. Fashion. And yes, branding. Messaging, imagery, and even concepts are coagulating. This means brands aren’t standing out. And it’s happening at every level—from large corporations and regional companies to local businesses. There’s plenty of blame to go around, but also a path forward for companies and organizations that want to boost their presence and potentially their market share.
The Blanding of Branding
The pursuit of trendy has left many facets of our society indistinguishable. Very few things leave an impression, and what’s noticeable is that not much is worth noticing. It’s the exact opposite of what you want if you’re a business or organization.
What’s causing this? Laziness is partially to blame. It’s attributable to brands seeing what worked well for others and hoping to replicate it by using the same approach without adjusting to make it their own. Some agencies and businesses are also under the impression people want this, but they’re not thinking about how easily their brand gets lost in the process. And while it’s true that simple can be smart, it can also be stale.
The truth is that modern branding—or the emphasis on clean, simple design—has resulted in some very bland work across industries. And that includes marketing.
A field born and enlivened by creativity has largely left originality and meaning behind in the chase to be current, whatever that means. Copying what worked once is leading to diluted ideas, designs, and messaging.
Look at the deluge of simplified logos that followed in the wake of Silicon Valley.
Notice how a lot of messaging sounds the same. How many things can be reimagined or redefined?
And don’t even get us started on the “water is wet” language that merely fills space without providing substance.
The point is that most branding is now boring. Baseball broadcaster Red Barber once told a young Vin Scully, “Don’t copy. You’ll water your own wine.” Marketers should take note.
The intrusion of AI isn’t helping matters. While its potential as a research, analysis, and information-gathering tool is undeniable, people are using it for much more, and it’s producing diminishing returns. Each time a person turns to it for idea generation, we lose the facets of humanity that create emotional, engaging work.
It doesn’t have to be like this.
A Jersey Story
Toward the end of 2024, I had the opportunity to speak with a few groups of students—ranging from high school to college, probably 30 students in all.
The purpose was to talk about the broader opportunities in marketing and the power of creativity. But I also used these presentations as a chance to conduct an impromptu focus group.
I showed the students a slide with two side-by-side images. One image was of the current Toronto Raptors jersey. It’s the epitome of modern design: clean and simple with minimal design elements.
Next to that image was a photo of the original Raptors jersey, circa 1995. It’s the exact opposite of their current uniform: loud and bold with several design elements.
I then asked each group of students which jersey they preferred. Their answer? The overwhelming majority enthusiastically picked the original jersey with the extravagant design. And while this example is anecdotal, it shows the benefits of being bold. People take notice and gravitate toward what catches their eye. That’s what we want from branding, right?
Making Meaningful Work
For businesses that want to be different, distinctive, and ultimately successful, there is a way.
Lived experiences inspire great work.
Putting forth the effort to discover what distinguishes your business, understanding competitors and the surrounding landscape, and taking the risk to lean all the way in are crucial. This also might involve turning away from trends and bucking conventions.
Those aspects inform our own strategic approach to positioning, where we discover clear space for clients by creating a bridge between their audience and their brand. That means understanding how people think and what they want, followed by work that connects with them in a way only your company or organization can.
This continues through our Think Fresh process, with a commitment to concept and a focus on refinement that stiff-arms the status quo at every turn. Part of that is strategic. Part of it is intangible. Combine them and you get a winning variable.
When it comes to marketing, we’ll take the crazy idea. We want something wild, unexpected, new. It can (and will) be inspired by something else, but let that inspiration be human. And we’re not talking bold simply to be bold. But if it’s authentic to your business, it could be the component that helps you succeed.
We’re not doing our jobs if we don’t present those ideas to our clients. Doing so is what we mean when we say we give a damn. It’s also what makes this so much fun. And when we talk about being Refreshingly Meaningful, it’s guided by that spirit of human connection and originality.
So, as others languish in the age of average, let’s turn to a page where coloring outside the lines is not only allowed but celebrated. Let’s embrace bold. Let’s break away from the crowd to climb and expand our view. That’s the breath of fresh air we all need.
