Most B2B marketers hold lofty aspirations for their brands. “We want to be differentiated. Rise above the crowd. We want to be unique.”
Then, usually shortly after the first round of creative, fear kicks in. “If we don’t look like the others, we’ll lack credibility. We don’t want to be misunderstood.”
It’s the Dr. Jekyll/Mr. Hyde syndrome. The result? “Me, too marketing.” Cliches and analogies. Images of handshakes. Globes. Racers and mountain climbers. Everyone looks the same.
You can’t win when you’re afflicted with Marketing Schizophrenia.