You know when Hulu and Netflix both created documentaries about Fyre Festival and released them at the same time? When companies in the same sector or industry are working on similar projects, in similar environments, it’s possible for the overlapping influences to lead to a kind of groupthink. When teams are drawing inspiration from the same data, chasing the same cultural moments, or reacting to the same market pressures, overlap is inevitable.
And marketing is not immune to this phenomenon. It’s very possible for two fizzy water beverage brands to release commercials that seem very similar—from the color story to the background music, the storyboard to the type of actors hired. You’ve probably seen this before.
That’s because marketers may attend the same conferences, read the same trend reports, and follow the same thought leaders. Even customer research can lead multiple teams to the same insight, especially in niche markets.
If this happens—especially after months of work have gone into a thoughtful campaign—it can be frustrating. Instead of just scrapping everything and starting over (and eating the costs involved), here are some ways to respond:
1. Consider Keeping Your Work. You’re already invested in a concept—and stakeholders loved it when it was presented to them. If the message resonates with your audience and aligns with your brand, it may still be worth running—with some tweaks to differentiate your execution.
2. Lean Into What’s Uniquely Yours. Even if the concept feels familiar, your voice, perspective, and values are unique. Refocus on brand elements that competitors can’t imitate—your founder’s story, your tone, your community, your product details. Small pivots in delivery can help the same message feel distinct.
3. Acknowledge It (Strategically). Sometimes, the smartest move is to call it out—subtly or playfully. “Yes, we’ve seen the trend too. Here’s how we’re different.” This transparency can build trust and even position your brand as self-aware in a sea of sameness.
4. Recalibrate Your Creative Inputs. If this isn’t your first brush with groupthink, take a closer look at where your ideas come from. Diversify your brainstorming team, broaden your research, and look for outside inspiration and assistance.
Groupthink isn’t a sign that your team lacks creativity. More often, it means you’re tapped into the moment—but so is everyone else. The most important thing is how you learn from it, and how you move forward with original tweaks that can help you stand apart even from those whose inspirations may echo your own.
Mad 4 Marketing prides itself on producing creative, original ideas with a distinctive flair, and we’re happy to offer that outside expertise that allows your business to stand out and show itself authentically to the world.