What’s up with the box
What’s up with the box
Posted on 08/27/2008, by
DMC
I was helping a client with some concept work today on a new campaign and we got talking about the “box.” We all know the box and how we should try to think outside of it. However, it got me to thinking that so many of the clients and prospects we talk to believe there are rules to follow in marketing. We have to keep reminding ourselves that there are no rules. The most successful marketing campaigns are very often the ones that accept the risk of failure in order to create something new and unique.
Thinking outside the box is just another rule for us to follow. Instead, we should be looking to crush the box. Tear it apart, see what it’s made of. Take a hard look at our personal assumptions of what is “expected” in the marketing programs we recommend and create. Rules water down marketing efforts and make the end result mediocre/middle of the road.
I don’t know about you, but I hate middle of the road.
