The article emphasizes that being boring is detrimental to brand success, especially in a landscape saturated with sameness. The phrase "boring is expensive" captures the author's belief that distinctive advertising not only resonates emotionally but also improves commercial performance. While fitting in may provide temporary comfort, it ultimately leads to irrelevance. Brands that dare to stand out—like the successful Extra Gum campaign—can enjoy substantial returns, illustrating the tangible benefits of creativity over conformity.
"We're living in an age of sameness. Average is everywhere. The gravitational pull to fit in is strong. But if you're a brand, fitting in is the fast track to irrelevance."
"The cost of boring can make a brand forgettable and irrelevant. Distinctive work wins emotionally, creatively, and commercially, making it essential for brands to stand out."
Collection
[
|
...
]