How weird wins

"If you want a sociological anecdote of how weird wins, look no further than online dating. Dating apps have shown us that people don't actually want the most "normal" partner. They want quirks that stand out. Hinge data shows that profiles mentioning a niche interest-like a specific video game or obscure hobby-are more likely to get matches than generic "I like to travel" statements."

"Marketing works the same way. Generic "quality service" or "trusted partner" claims are the equivalent of "I love long walks on the beach." Tepid is a turnoff. While being good-looking can get you plenty far, to really connect, you need quirks. Mass marketing, like mass dating, creates fatigue. Precision, passion, and personalization-the pillars of weird-create chemistry. When a brand flies its freak flag high, it shows the right customers: "Yes, we're your people.""

"Take Crocs. Once the fashion world's punchline, they leaned into their weirdness with bold collabs-from KFC bucket Crocs to Balenciaga platform Crocs. Instead of pretending to be a lifestyle brand, they became a cameo brand: something you add to your life in a flash of bold comfort. Their revenue hit $3.96 billion in 2023, up nearly 12% from the year before. That's what I call laughing all the way to the bank."

Many marketing terms like 'unique,' 'authentic,' and 'real' have become clichéd and diluted by attempts to appeal to everyone. Targeting 'everyone' creates a comfortable void rather than a specific audience. Brands need courage to embrace distinctive, unconventional traits that cut through algorithmic sameness. Consumers prefer quirks and specificity, as dating-app data shows profiles with niche interests get more matches. Generic claims like 'quality service' induce fatigue. Precision, passion, and personalization create stronger connections. Boldly embracing weirdness can signal alignment with the right customers. Crocs' collaborations and positioning as a cameo brand coincided with substantial revenue growth.

Read at Fast Company