Marketing Teardown: 🔄 Doing the Opposite

Hey, Marketer! 

Imagine this: It’s December 2021.

The world is still overcoming the throes of the pandemic.

We’ve been disconnected for more than a year.

Then you hear about a new word game. 

But wait – you can only play it once per day?

Maybe if you download the app…

Woah – there’s no app. You can only play it in a web browser.

You learned about it through word of mouth – no Facebook ads, no influencer marketing.

No doubt you recognize I’m talking about Wordle – the daily word game that had a meteoric rise while breaking all the typical “viral loop” growth tactics.

In this week’s deep dive, I’m examining how and when your brand can stand out by Doing the Opposite.

Today's Treasure Trove

• What is Doing the Opposite?

  • Don’t Impede the Business Objectives

  • Codify a Worst Practices Thesis and Strategy

  • Proceed with Caution

• Shining Examples of Doing the Opposite

  • Apple

  • American Apparel

  • Pit Viper

  • Liquid Death

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What is Doing the Opposite?

It’s simple at face value: Doing the Opposite means zigging when others zag, bucking the trend, being contrarian.

When the major players in the industry go one way, you go the other. 

Yeah, sure, sounds cool, but it’s actually harder than it sounds – and it’s not a guarantee that it’ll work out. 

When I rebuilt my personal website (tomsnyder.blog), I asked a UX/UI designer to take a peek at it – she said it’s terrible. I said “that’s kind of what I’m going for.”

I am completely fine breaking the usability rules because I’m not trying to optimize my personal website for clicks, conversions, time-on-site, sales, etc. 

But when the goal is business-oriented, like for us marketers building (growing) brands, those things matter. So, creating a website that is intentionally difficult to use may be fun, but does not move the needle of business objectives.

Like I said, it’s harder than it sounds, and that’s because you need to identify two things:

1. The business objectives so you don’t intentionally impede them

2. The industry “best practices” so you can codify a “worst-practices” thesis and strategy

Don’t Impede the Business Objectives

Doing the Opposite is great for getting attention and engagement – so employ it where that is necessary and it doesn’t overlap with business success metrics. 

E.g. If you’re marketing an e-commerce candle brand, don’t make it difficult for the customer to find product info or purchase details – instead, take a Doing the Opposite approach to social media content or candle scents. 

These can add to the brand experience, but don't subtract from the purchase experience.

Codify a Worst Practices Thesis and Strategy

“Learn the rules, so you know how to break them.”

Obvi, the opposite of best practices is worst practices. 

When considering what Doing the Opposite looks like for your brand, identify what every brand does as the industry standard. 

E.g. Right now, every AI-powered SaaS seems to have a dark-mode-by-default website built in Framer with metallic gradients outlining the elements and corporate jargon. Instead, build a website with minimal movement, color blocking, and a friendly tone with images of real people, not stock photography.

When decision makers compare your product side-by-side with the competition, they’ll put all the others in one bucket and yours will stand on its own.

Proceed with Caution

Here’s the thing though, even then you’re not guaranteed to stand out and there’s no certainty these novelties will work.

Like my UX/UI designer said, “these standards exist for a reason.” She’s right – the best practices exist because after years of A/B testing everything and slowly cranking up the ratchet, mobile apps, SaaS products, and the like know what engages users and makes them keep on clicking.

So, proceed into Doing the Opposite with caution – you’ll get a lot of pushback and it only seems “obvious” long after you’ve won.

Shining Examples of Doing the Opposite

Apple

Apple is probably the poster child of Doing the Opposite (at least through some of their product and marketing).

IBM’s slogan: “THINK”

Apple’s slogan: “Think Different”

Computers only come in ivory tan? No, make these iMacs in bright colors.

“The world loves keyboards – the iPhone doesn’t even have one? Ha!”

And of course, who could forget their 1984 Super Bowl commercial – considered one of the best of all time. (Actually the whole board, including Jobs, wanted to ditch this commercial, but Chiat/Day felt so strongly about it, they pushed it through). 

American Apparel

While Apple’s products and marketing were Doing the Opposite, American Apparel was selling basic clothing with minimal or no branding. 

So, they did the opposite in their marketing.

When other brands put their clothes on models and made the pieces the focus of ads, American Apparel used photos that look like they were taken with a Polaroid in someone’s basement (though they might have been…).

While other clothing brands fixated on the product or the price, American Apparel dove into the idea that “sex sells” and didn’t need the polish like other brands.

Pit Viper

I won’t dive in too much here since I wrote an entire issue of Marketer Gems all about them.

But their website is a work of art – inspired by 90s internet nostalgia, it breaks all the modern day rules of website UX/UI design.

It 100% aligns with their brand, but also 100% looks nothing like their competitors’ websites.

Liquid Death

Another focus of Marketer Gems – but it is key to remember that Liquid Death sells a commodity: water.

There are virtually only two things that differentiate the product:

1. The packaging – a can instead of plastic bottle

2. The branding – hardcore, death-metal inspired instead of “life-giving, pure, and refreshing” imagery and verbiage

Wrap Up

Doing the Opposite is one of my favorite branding exercises because it requires me to step back and look at the entire landscape, not just the product or brand I’m working on. It takes an eye for trends and the ability to codify those elements.

When it’s (moderately) safe to do, go for it. But, wait too long, and others might beat you to it, and it won’t be the opposite anymore, just late bandwagoning.

Holidays are here and I’m wearing sweaters and singing songs!

✌️,

Tom from Marketer Gems