What Is a Sea of Sameness?
I’m not sure where I first heard the phrase “sea of sameness,” but it is now one of my favorite sayings. I love the alliteration, of course. Yet the underlying meaning is so powerful.
With the advent of digital marketing, everything has become over saturated. Clutter has reached an all-time high. There are too many commercials on non-streaming TV. There are now four full-service gas stations within a block of each other. Our email is chock-full with offers. The marketing sea level is rising rapidly.
So what do most marketers do? They copy their competition. That’s because it is familiar, and it is safe. The frequency of looking at competitor work makes it even more attractive. So copying is at an all-time high.
You can copy an idea. What you cannot copy is brand consistency, strategy, multiplatform integration and content extensions.
How do you get out of the sea of sameness? You go deeper with your thinking/strategy and push outside your shell.