Originals are what non-originals are compared too. If an original is good enough to be parroted, it must have had impact. Originality stimulates. It’s lightning in a bottle. But while marketing companies are all about replicating consistency in product delivery, marketing departments must strive for originality in communications and packaging. Sadly, they often don’t. When “epic” becomes the word for a certain demographic, it’s too late to use it in ads. Stride gum, for instance, “epic” in its tagline and as the maypole idea for new commercials.
Parrots are a novelty, but you can’t keep them in your living room. Batman 2 will always be compared to Batman 1. The remake of True Grit will always lie in the shadow of The John Wayne version. And in advertising and marketing, being first and original is what creative people live for. Approvers aren’t comfortable with originality and that’s a shame.
Original beauty. Original music. Original design are what capture attention. So go forth (Levi’s) and capture. Peace.