Marketing tip #8: Marketing is asymmetrical

106413085 Maybe it's the time of year and the fact that we're having a beautiful evening snowfall, but as i watched it snow, I got thinking about the uniqueness of snowflakes.  They say there are no two the same because they're all asymmetrical in their own way.

And yet, when we draw them or use them for decorations — we can't help but draw them incorrectly, fixing the asymmetry and making them "perfect."

In our pursuit of perfection, we actually take something unique and make it common and ordinary.

And yet — what do we want from companies who market to us?  Do we want fake perfection or do we want to see them for who they really are, warts and all?  Personally, I want those rough edges. They're reassuring.

Mette Mitchell wrote about a fascinating trend called Wabi-sabi (from the Japanese aesthetics concept) that is the celebration of things imperfect, impermanent and incomplete.

Check out her post (by clicking on the link) and see how Wabi-sabi is impacting packaging, retail spaces and brands.

This isn't a trend about sloppiness or not caring enough to clean up imperfections.  It's actually about being brave enough to be a little lopsided. 

Because lopsided is real, one of a kind, honest and puts a consumer at ease.  


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4 comments on “Marketing tip #8: Marketing is asymmetrical

  1. Brad Gosse says:

    I love the concept of Wabi-Sabi.

    We as human beings are full of imperfections. It’s about time we celebrated them 🙂

  2. Dean Nguyen says:

    I believe it’s the journey to seek improvement whether it be business, personal or hobby that makes life more interesting.

    Where can you go after perfection?

    Dean Nguyen

  3. Brad —

    Not only are we full of them — but they make us feel safe and comfortable when others have them too. It’s almost as though we recognize a kindred spirit!


  4. Dean —

    In my experience — the closer to perfection a person, company or product is — the harder people work to find a flaw!

    So maybe starting out admitting you’re not perfect buys you some grace and less mean-spirited scrutiny?


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