fbpx

BLAND ADVERTISING

Brands set in harmony and simplicity can afford to go ‘bland’

By our News Team | 2022

Brands like Google, Uber, Microsoft and Airbnb don’t try to disrupt or stand out from the crowd, because they are already outside of it.

Why would any organisation want to engage in bland advertising? Surely it’s an oxymoron and the antithesis of what marketers think advertising is all about?

Not so, says Dashni Vilakazi, Managing Director for the Johannesburg office of The MediaShop, an Africa-focused media and marketing agency. She believes that heritage brands, or brands with long longevity, have already done the hard work.

Bland Advertising

Photo Open Grid Scheduler via Wikimedia Commons

“Let’s be honest, to consumers brands are all the same, only differing in how they answer a specific need or want at any given time,” Vilakazi argues in a blog post.

“Traditionally, branding has been about differentiating [and] standing out from the crowd. But by the sheer enormous number of brands out there, it seems as if they’re stepping over each other, desperately trying to impress. Conversely, those that are focused on their customers are winning at ‘blanding’ and retaining, and even growing, their market share.”

According to Vilakazi, brands like Google, Uber, Microsoft and Airbnb have brand identities that are set in harmony and simplicity. They don’t run massive campaigns trying to disrupt or stand out from the crowd, because they are already outside of it. Rather, they resonate with effectiveness and efficiency, focusing instead on their brand promises, customers and sustainability.

Some are loud and some are modest

“Brands have often been likened to people – they can be loud, modest, proud or understated,” she says.

“Those that are currently succeeding can be likened to the quiet guy in the corner of the party. They’re focused on building their business, creating products that are sustainable, empowering their supply chains and, most importantly, ensuring excellent customer service and passing great deals onto the consumer. They are the blanding champions.”

Marketers and brands are realising that the customer must come first and that they have a responsibility to the environment they operate in. Brands are not created in a vacuum – they evolve and are typically crafted by their strengths and weaknesses. Do you believe brands when they tell you how different they are to their competitors, or do you believe brands that stand out more by their actions? This is how we differentiate the branding from the blanding, Vilakazi states.

“I think the sector that does blanding well are the tech companies, which seem to be intentionally blanding. They have strong identities and visual language for sure, but they live and breathe their products. Their strength is in their consistency, in their behaviours, actions and service to their customers.

“As a marketer I’d challenge my clients by asking these questions: what is your USP, why do you need to stand out, and will you do that through your logo or through your actions? Brands that are succeeding and getting ahead have already reached their adulthood or their developed stages, now is the time to consolidate and focus on your core business.”

AMC Member News

AMC Member News

Event to recognise Kenya’s outstanding marketing and communication campaigns for the year also celebrates MSK’s 60th anniversary.

Read More »
Advertising

Advertising

Unusually, this year’s top performers’ list has no retailers, financial services companies or consumer packaged goods (CPG) brands.

Read More »
Consumer Trends

Consumer Trends

Marketers stuck in their pre-pandemic strategies risk missing a shift in behaviour taking place at the intersection of work and life.

Read More »
Market Knowledge

Market Knowledge

Firms can benefit from social media platforms like LinkedIn and Facebook to boost networking, as well as from social tools such as Buzzsumo.

Read More »
Supply Chain

Supply Chain

More than 140,000 retailers in Kenya and Uganda will enjoy improved product assortment and affordability, company says.

Read More »
Retail Strategy

Retail Strategy

More than half of consumers say they are giving more thought to the social and environmental impact of their purchases before they buy.

Read More »