The Art of Stealing

If you're not stealing, you're not creating.

It might sound a bit misleading, but isn't all creative art stolen?

Everything has been influenced by someone or something else.

It's all been done before, just in a different way. Your job & my job is to mix it all up & try to do it better.

So what am I talking about exactly?

The things we read, listen to & experience influence us every day. Whether you're building a business process, a new sales angle on a new product or a piece of art, your ideas have come from your experiences.

And guess what...you need to stop being ashamed of it!

The Best Brands Steal

In 2024, McDonald's used our familiarity with the iphone to sell breakfast (you can check it out here: https://leoburnett.co.uk/iconic-breakfast/).

The ad shows the instantly recognisable iphone morning alarm slider with a sausage & egg McMuffin at the end of it.

Above the alarm reminder is the time - 07:30 & the words 'breakfast done properly'.

It's a simple, clear ad that shows even the biggest brands in the world steal from each other (see Pepsi v Coca-Cola & the Colin the Caterpillar saga) with mind blowing effect. McDonald's even recognises both products' status as 'iconic'.

'Those who do not want to imitate anything, produce nothing' - Salvador Dali

Influence NOT Plagiarism

Stealing doesn't mean duplication or plagiarism.

Think of it more like a remix.

It's taking something that's been done before & putting your spin on it.

Take the Ramones.

Believe it or not, the Ramones wanted to sound like the next Bay City Rollers & tried to imitate them when they started out.

But they sounded awful. Because they weren't the Bay City Rollers. They only became huge once they started sounding like the Ramones influenced by the Bay City Rollers.

McDonald's aren't COPYING Apple. They're taking a recognisable element of an Apple product & putting their marketing spin on it.

How to Steal Like the Best of 'em

So how can you put this into practice?

Try this...

1. Take a look at a big player/competitor in your market.

2. Find a product, service, piece of marketing, blog or idea that really works.

3. Adapt it in your own style.

No copying. Just stealing the good element/structure & making your version.

Try it again with a business or organisation that isn't in your market.

The further away from what you do the better - opposite end of the scale type of stuff. What does your version look like?

If nothing else, it's a fun exercise to get you thinking outside the box to generate new ideas.

As Neil Buchanan would say, "Try it yourself".

'What's the worst that could happen?' (Neil Buchanan didn't say this).

Thanks for reading,

Chris

P.S struggling with your brand voice? Let's book a discovery call with me absolutely free & let's see how I can help.