In Diet Coke’s current ad campaign, there are a pair of commercials. They’re basically the same: in each one someone walks through a sidewalk cafe of some sort, saying they like drinking Diet Coke, and if you like it too, then you should drink a Diet Coke. Because you can.
It’s profound in its simplicity. Or supremely dumb. Either way, they’ve distilled their marketing down to “if you like our product then you should consume our product.”
The specifics of their marketing message is largely beside the point. We’re here to dive into… different specifics.
It’s harder now than ever to come up with truly original ideas.
Or, rather, it’s the same level of difficulty to come up with those ideas, but it’s easier than ever to find out your idea wasn’t original at all. All it takes is a quick Google search to find out thousands of other people have already come up with the same thing.
Or, if you’re too lazy to do even that, you can just tweet it and people can quickly point out how unoriginal you are. Continue reading →