A fresh creative concept is crucial for effective advertising and a smart marketing strategy. But too many advertising and marketing campaigns recycle the same, tired creative themes and copy phrases over and over. Here’s the 2011 edition of my annual list of the most overused creative themes in marketing. How many do you recognize?
1. “Got _________?” You probably do because just about everyone else does.
2. “You need a ______ that works as hard as you do.” And you need a marketing agency with a better idea.
3. “It’s that time of year again: ______________” Oh, no, is it? I hate that time of year.
4. “I am/we are ___________. “ Yeah, and so is every other marketer who uses this theme.