Schedulefly Blog Doing stuff the competition would never do

Most marketing and advertising is very ordinary and predictable. In many cases - the product or service is really unique but the marketing is not. Why is that? Used up all their creativity on the product? Laziness? Just trying to close a quick sale so they take the uninspiring, proven (with crummy results) easy route? Who knows, but I think maybe competition is to blame for much of it. It seems the harder a company competes, the more tired their marketing becomes. Fear of not beating the competition can make companies do some silly stuff. Man, I say forget everyone else and all that tired stuff anyone can (and will) do and let's go do things that people will one day associate positively with our brand. Something really meaningful and memorable. Something the competition would never do.Like Yeti. Yeah I know they are big and corporate these days and likely do some typical tired things - but someone there is still smart enough to figure out how to connect with their ideal customer via amazing high quality films that have nothing to do with Yeti coolers. They make films that tell inspiring stories about typical customers doing what they do. Stories that connect with their future perfect customer on a very emotional level. The effort and long term vision they have when investing in these films is something their competition would never do.Here's a great one they released last fall. It's a beautifully made film about a duck hunting dog named Sam (and her owners). If your a dog person, grab a tissue. I mean seriously, they make plastic coolers that keep drinks cold. Am I really crying?Wes