There have been volumes written on the importance of differentiation. Various methodologies have been developed all aimed at finding the one thing that a brand can credibly lay claim to. When the over 20 artistes in this year’s Soca Monarch Competition took the stage, each of them sought to out do the other with their songs and supporting stage presentations.
There were bats, clowns, rhythm sections, moko jumbies, 4 wheelers King and Queen of Bands, aerobic classes, gymnasts and every imaginable shape, size and height of winer girls. And their special effects were also not too shabby. Fog, nitrogen bursts, confetti, music videos and all else in between made for a potpourri of sameness.
Standing out from all of this was Benjai. He did nothing. Except sing. He had the audacity to get on stage and just sing his hugely popular ‘Carnival Come Again’. And boy was it a stroke of genius. People lapped up his performance because Benjai was a breath of fresh air. He stood out like a Band of chanting Indians crossing the stage on Carnival Tuesday among a sea of beads and bikinis.
How many times as marketers we sit down brainstorming how to get the attention away from our competitors. Invariably, we start with what they are doing and think of how we might outshine them. We seldom think of outshining them by doing the exact opposite of what they are doing. We believe that if we don’t spend money, and lots of it, then we must be doing something wrong. We tend to be pulled in by the current of share of voice and whatever tactic is the flavour of the month. (like Companies falling over themselves to promote at Carnival Fetes. Do I really remember the brand of water that someone shoved into my hand? Does this make me feel to buy that brand after the fete?)
What if we got back to basics, like Benjai, and shock our customers with our authenticity.
