{"id":114719,"date":"2015-07-13T19:12:00","date_gmt":"2015-07-14T00:12:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/fitting-in-to-stand-out\/"},"modified":"2024-12-23T00:36:54","modified_gmt":"2024-12-23T05:36:54","slug":"fitting-in-to-stand-out","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/fitting-in-to-stand-out\/","title":{"rendered":"Fitting In to Stand Out"},"content":{"rendered":"<p>Life comes with an unfortunate contradiction built into it. We all want to fit in\u2026 and we all want to stand out. It\u2019s one of those eternal conflicts, like the one football fans face when they scream at a referee to \u201cbe consistent\u201d yet also to exercise discretion, \u2018interpret\u2019 the rules and \u201cshow some common sense\u201d.<\/p>\n<p>PR and Marketing Managers face that first conflict on a daily basis. Demands are made of them to avoid ruffling any feathers or creating any potential for negative feedback\u2026 while at the same time they\u2019re expected to generate an impact for their brand.<\/p>\n<p>The thing is &#8211; all opportunity comes with risk so eliminating risk also means eliminating opportunity. If you accept that people have different tastes, styles and preferences then you have to accept that they will also react differently to the message or content that you put out there. Brands shouldn\u2019t be afraid of losing some people along the way; it\u2019s a natural part of finding the correct audience for you.<\/p>\n<p>Think of a dating site profile. What you\u2019re trying to do is find the match for you. Imagine if every time you were about to give some information about yourself, you stopped and thought\u2026<\/p>\n<p>\u201cBut what if some people don\u2019t like Italian food?\u201d<\/p>\n<p>\u201cBut what if some people don\u2019t like movies?\u201d<\/p>\n<p>\u201cBut what if some people don\u2019t like breathing?\u201d<\/p>\n<p>Keep on with that approach and eventually you\u2019ll have a profile which couldn\u2019t possibly offend anyone in the entire world or mark you out as any different from anyone else. You\u2019ll also have a profile which nobody will ever react positively to either, because you\u2019ve given no real idea of who you actually are or who you\u2019re looking to meet.<\/p>\n<p>The chances are that you\u2019d come across as:<\/p>\n<p>a) Boring<\/p>\n<p>b) Desperate<\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a9f62fa5f825'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a9f62fa5f825');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>c) Bland to the point of actually being pretty weird (Remember any Physics teacher)<\/p>\n<p>Is that really how you want your brand to come across? We doubt it. Thankfully, the solution is pretty simple.<\/p>\n<ul>\n<li>You want to come across as thought leaders? Then give your opinions.<\/li>\n<li>\u00a0You want to come across as in tune with your customers? Then reflect their interests.<\/li>\n<li>\u00a0You want to come across as distinct from your competitors? Then be distinct from your competitors.<\/li>\n<\/ul>\n<p>Remember, the aim of any content you put out &#8211; be it a blog post or a social media post &#8211; is not to avoid reaction, it\u2019s to <em>get <\/em>a reaction. So long as the post isn\u2019t discriminatory or at odds with your brand principles or those of your target market then putting out something which generates a reaction will help you to find the right people and stop you wasting your time hedging your bets on the wrong people.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Life comes with an unfortunate contradiction built into it. We all want to fit in\u2026 and we all want to stand out. It\u2019s one of those eternal conflicts, like the one football fans face when they scream at a referee to \u201cbe consistent\u201d yet also to exercise discretion, \u2018interpret\u2019 the rules and \u201cshow some common [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2904],"tags":[309,484,393,492,436],"class_list":["post-114719","post","type-post","status-publish","format-standard","hentry","category-strategy","tag-ambergreen","tag-content-2","tag-digital-pr","tag-strategy-2","tag-tiktok"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fitting In to Stand Out 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