Being Bland IS: Politically correct.
Being Bland MEANS: You won't get laughed at, second-guessed or criticized.
Being Bland TURNS: You into the "Charlie Brown Teacher" reading 838 bullet points off 79 PowerPoint slides while 127 sets of eyeballs glaze over. "Stab me in the eye with a dinner fork".
Being Bland CREATES: "Vanilla Nice" radio ads (promising fast, friendly & knowledgeable staff!), brochures, web copy, trade show booths and visuals that morph into the same "white noise" that all of your competitors are making.
Being Bland MEANS: You will be ignored.
Being Bland IS DEFINITELY: Bad for your business.
Being Bland KILLS: Any hope of your brand emerging as a recession-proof, ever growing and evolving community of loyal customers who generate long-term growth and profitability.
Being Bland IS: Going through the motions. Never once losing your mind in "Detroit Rock City".
Being Bland IS: A public admission that you lack the vision or imagination to come up with a fist-pumping brand message that rocks somebody's nightime world - including your own.
According to Dictionary.com, "bland" is defined a number of ways including; mild; tasteless; lacking in special interest, liveliness, individuality; insipid; dull; unemotional, indifferent, or casual.But if you want to get your business (and your brand) noticed by customers, future employees and inspire the people already in your show, consider an approach to:
BE OUTRAGEOUS: Because it's the only place in your category that isn't already overcrowded.
BE OUTRAGEOUS: Because it beats the hell out of being boring.
BE OUTRAGEOUS: Because being boring is risky as a branding strategy.
Unless, of course you want to blend in with the other "sphincterizing suits" and develop a non-offensive, guaranteed-never-to-shock brand, that settles for a peaceful, ordinary and most uneventful existence in the "land of bland". Consequences include getting blindsided someday by a competitor with the vision and gonads to be OUTRAGEOUS!
Being Bland IS: A choice.
Yours to make. The following video IS: Another choice for you to make, depending on your sensitivity level. Watch it. Praise it. Shitcan it. Maybe even forward it. But my guess is you won't find it Bland.
While we're on the subject of A.B.B. (Anything But Bland), Wendi Aarons of Austin, TX must have made some Procter & Gamble honchos squeamish with her open letter to the P&G Brand Manager. Her posting has reverberated through the blosphere thanks to her surgical-like wordsmithing that gave voice to what many women feel, but would never say.
Why do we see so much of it in the business world?
And why is it tolerated?
"James Bond has a license to kill, rock stars have a license to be outrageous. Rock is about grabbing people's attention" GENE SIMMONS