“Me too” messaging is starting to reach epidemic levels. Companies across virtually every industry try to stake claims on the same overused, unoriginal attributes and it is getting ridiculous. You’ve heard it all: Best Service, Best People, Best Quality, Best Vision, Best Technology, Best Management Team, Best Price, Best Offering, Most Experienced, Most Trusted, Most Fun, blah, blah, blah. The thing that makes it so absurd is that no human being in B2B or B2C sees this messaging in marketing material (advertisement, press release, website, etc.) and actually chooses to act upon it. When was the last time you said, “Company X said they have the best service, so let’s go with them.” Ah…probably never. All of these claims need to be delivered through the brand experience in order for a company to earn its stripe.  

The catalyst that started me on this diatribe was a Ford banner ad I just saw online. The message said, “Best Offers During Biggest Event of the Year.” Hmmmm…where have I heard that before? Probably from every other car company in every December campaign since the Model T was launched! Seriously, who is holding these people accountable for this stuff? There was probably a conference room at Ford filled with a dozen marketing people when this particular campaign was presented. Why didn’t anyone say, “Geeezz…I think we may have used this before.” Did the group of attendees jump up and applaud following the presentation and lament about how this is sure to drive traffic into dealerships? I just don’t get it. 

I am cursed because I go through life with a marketing eye. Most human beings would see a sign on a building. I see a design element, logo decisions, color palettes, messaging, taglines, etc. Most of the time it is fun — although I’m sure I annoy my companions with my vocal analysis and inquisitive thoughts.  I guess it could be worse. I often wonder what it would be like to be a psychiatrist at a dinner party and have the same curse. Do they psychoanalyze every person they have a conversation with? I am sure they walk away from me thinking, “What a nutbag!” I guess my curse isn’t so bad after all.   What’s your curse?