What does it look like and sound like? Does it have an accent? How can we personify it<\/strong>?'”<\/p>\nFrom there, his team starts riffing \u2014 talking about the state of the world today, and how everyone is a little burnt out, and how sometimes just getting up in the morning is a major accomplishment \u2014 and voila. A campaign is born.<\/p>\n
\u201cRight off the bat, we came up with this idea that small wins add up. So then we go back to the drawing board\u2026 How do we visually represent small wins? How do we give a little wink to running, but keep the human element that people have all sorts of little wins they should celebrate?\u201d<\/p>\n\n
Zaremba does this for all his marketing campaigns, and it’s sound advice: Get to know the ins and outs of your product, and what story people will tell themselves when they buy it.<\/p>\n
And think outside the norms when it comes to that story: Are you sure<\/em> you’re selling a running shoe, or are you actually selling the message that little wins matter?<\/p>\nBecause at the end of the day, a Stanley is just a water bottle with a really cool story.<\/p>\n
2. Don’t use the first idea that comes to you \u2013 find the fresher angle.<\/h2>\n
One of Zaremba\u2018s proudest campaigns is one he did with Nike a few years back. It was a big moment for him \u2014 at the time, Nike was one of the biggest brands he\u2019d ever worked with.<\/p>\n
Zaremba knew it would be easy to make a splash with a big-name celebrity. He could stick the shoes on LeBron and call it a day. (Relatable, I know).<\/p>\n
But he didn’t want to do that.<\/p>\n
\u201cThe shoe reminded my team of our childhood \u2014 it kind of tapped into the Sandlot (the movie). So we decided to take a moment to reflect our own team. We did a yearbook shoot of all our actual employees wearing a special jacket we made, along with the sneakers. And we had the school-picture cloud background.\u201d<\/p>\n
“We presented the campaign as \u2018This is who we are, and who we are is the same as you<\/strong>.\u2019”<\/p>\nI\u2018ll admit most marketers aren\u2019t regularly working with Lebron-sized budgets, but the takeaway still matters: Your first idea is probably the too-obvious one, and you should keep thinking. Unexpected angles will surprise your audience and make them feel like they’re seeing something new.<\/p>\n
And ideally, they’ll see pieces of themselves<\/em> in your marketing then, too.<\/p>\n\n3. Marketing should make your buyer feel confident \u2014 not insecure.<\/h2>\n
Fashion is a notoriously confidence-crushing industry. Plenty of major fashion and beauty brands thrive off making their consumers feel less-than. They want you to know you’re not cool yet<\/em>, but you will be when you wear those jeans or that jacket.<\/p>\nBut Zaremba calls that kind of marketing \u201cempty calories and empty suits.\u201d<\/p>\n
\u201cSure, you’ll find a cohort of people who you’ll grow with because you’re showing them what they’re not. But eventually they’ll find a brand that makes them feel like they are enough, and they’ll switch to that brand,\u201d he says.<\/p>\n
His MO? Being as humble and relatable as possible: “Fashion brands should offer tweaks<\/em> to your journey of style and culture. I don\u2018t want to talk down to people and say, \u2019Oh, you don\u2018t know this musician?\u2019 I\u2018d rather be like, \u2019You gotta check this out.’ There should be no ego in it.”<\/p>\nWhether you’re a B2C or B2B marketer, the sentiment stands \u2014 personifying your brand as the \u201ccool kid\u201d works for some brands, but what works better for most is simply being helpful, curious, and encouraging.<\/p>\n
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