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A cure for advertising “bromide”

test-tube-advertising-bromide Colloquially, a bromide is a phrase or platitude that, having been employed excessively, suggests insincerity or a lack of originality in the speaker employing it. There is a paradox in advertising in that there’s a tendency to do whatever else in your industry does because if everyone’s doing it, it must work.  However, at the same time, in order for you to stand out, you need to be different. The key to resolving this is to give them what they want, in a way they don’t expect. While your core value proposition should remain consistent, you need to constantly explore new ways of delivering that message.  How many ways has Nike found to communicate “Just do it” in their advertising, their products, their overall brand?  Why is it that Apple embodies the idea of “thinking different” despite rarely ever using their famous tagline in marketing anymore? There has never been a time when there is so many ways to communicate a message.  Take advantage of it.  Try different things.  See what works.  And discontinue what doesn’t.  Then try something else.  People are constantly bombarded with messages.  You need to constantly change the way you deliver yours in order to get through the fog.