Embrace Absurdity
In today’s saturated market, consumers are constantly bombarded with information from every angle. Capturing and retaining their interest is becoming increasingly difficult. So, how can you break through the noise and create a brand that sticks in people’s minds? The answer might surprise you: useless absurdity.Steven Bartlett, the entrepreneurial mastermind behind Social Chain, introduced the concept of “absurdity marketing” in his book, Diary of a CEO. This counterintuitive approach suggests that the most memorable brands aren’t those that focus solely on practical utility but rather those that embrace the unconventional and unexpected.
What Does “Useless Absurdity” Mean?
“Useless absurdity” involves doing things that don’t make traditional business sense but are so outlandish and creative that they become unforgettable. It’s about leaning into randomness, pushing boundaries, and creating experiences that people can’t help but talk about.
Bartlett himself provides a prime example. Before his company even had desks, he invested in a £13,000 slide with a ball pit. This seemingly frivolous purchase became a defining moment for Social Chain, generating immense buzz and making the company instantly memorable.
Examples of Useless Absurdity in Action
Steven mentions these examples in his book:
- BrewDog Hotels having beer taps in their showers
- Tesla’s intentionally absurd feature “Caraoke”
Here are some additional examples of absurd marketing that have influenced me to support a business:
- Karen’s Diner: Waiters are intentionally rude to customers in a humorous way. People film these interactions and post them on social media, creating more buzz.
- Tutti Trattoria: They installed a button in their bathrooms that, when pressed, creates a disco atmosphere.
- F IT*: A gym that emulates a nightclub, complete with dim lights and pumping music.
How to Implement This Strategy
Embrace the Unexpected
Don’t be afraid to challenge conventions and do something completely out of the ordinary. When you step away from the norm, you create a distinct identity that sets you apart from the competition.
Create Shareable Moments
Useless absurdity often leads to viral content, giving your brand maximum exposure. People love sharing unique and quirky experiences, so provide them with moments worth talking about.
Build a Strong Brand Personality
Let your absurdity reflect your brand’s unique character and values. A strong brand personality resonates with consumers and fosters loyalty.
