The Key to Making Your Brand Memorable

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.
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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.

As the Social Media Manager at Sorted, Kristina brings 4 years of extensive experience in digital marketing and a versatile skill set encompassing strategic planning, copywriting, client management, content creation, influencer marketing and campaign management. Her expertise in market research and competitor analysis enhances brand visibility and engagement, while her strong project management ensures the effective execution of impactful social media strategies aligned with business objectives.

Laura brings over ten years of extensive experience in events, engagement, and project management to her role. With an MBA and a degree in PR, she leverages her expertise to lead and inspire teams towards achieving successful outcomes. Laura's exceptional organisational skills and strong leadership qualities play a crucial role in ensuring operational excellence at Sorted, where she oversees seamless execution and strategic planning to drive the company's success.

Ethan specialises in delivering professional video productions and photographs for a diverse range of businesses and events. His personable and easy-going nature ensures a smooth and enjoyable filming process for all clients.Driven by a passion for his craft and the people he works with, Ethan consistently goes above and beyond. He brings over $30,000 worth of studio and lighting equipment to every project, ensuring high-quality production that effectively promotes businesses in the evolving landscape of social media.

Laura, the founder and director of Sorted Digital Marketing, brings a Bachelor of Commerce and over 6 years of industry experience to the table.

She is obsessive about quality, possesses a sharp ability to think on her feet, and excels in problem-solving. Her business journey began by enhancing the online presence of local hairdressers, gyms, and restaurants.

Over the past 6.5 years, Laura has dedicated herself to empowering small to medium-sized businesses through strategic social media use.She specialises in transforming lackluster social media presences into aesthetically pleasing, professional, and purposeful platforms. Laura’s client dedication is evident in her long-term collaborations, where she thrives on mutual growth and success.

Laura’s expertise spans 20 diverse industries, allowing her to seamlessly integrate into client teams. Her effective communication skills and collaborative approach ensure she understands and meets each client’s unique needs. Laura’s commitment to excellence and adaptability across various business environments make her a highly effective and valued partner in digital marketing.