The ad started to play. A woman in a luxe home with soft lighting, slowly stretching. I had no idea which brand it was until the name came across the screen at the end. And then another ad played, with calm music, a luxe setting. “Ah, this must be …” And no it wasn’t. The third ad played, from a completely different brand, as if they all contracted the same ad agency. An ad can’t really be effective if it just makes you look like everybody else. I can’t choose you if I can’t even recognize you.
I thought of that as I read this quote from Tricia Smith, CEO, Anthropologie, in Vogue Business: “You can’t build lasting loyalty by looking like everyone else.” The American consumer is looking for distinction, for something special that they can only get from that brand.
The CEO continues, “Because of this, retailers are being forced to answer a fundamental question: what do you truly stand for? The brands that are thriving have a clear point of view and a genuine connection with their customer.”
Advertising stands as a place to distinguish. Your commercials, bus wraps, billboards, and even your logo is a way to form your individual voice. Are you making ads just say you did? Or is it because you have something to say?
Article referenced
Milnes, H. and Schulz, M. (June 29, 2026). American retailers on how to save American retail. Vogue Business. https://www.vogue.com/article/american-retailers-on-how-to-save-american-retail
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