What’s your favourite flavour of ice cream? Mine’s pistachio. Maybe yours is too. Or maybe it’s rum & raisin… coffee & walnut… chunky monkey! Whatever you like best, it’s unlikely to be vanilla.

Vanilla is fine, vanilla can be great, vanilla goes with most things, vanilla is… if not liked by everyone, at least unlikely to be actively disliked. Vanilla is mass marketing, designed to appeal to as wide an audience as possible. It may be nobody’s first choice but it’s an acceptable option. Vanilla marketing may get you clients but are they the clients you want?

Imagine pistachio marketing (or rum & raisin, etc.): unique, unlike any other flavour, distinctive taste, vibrant colour, not for everyone and sometimes hard to find but also a flavour that people actively seek out… so how can you make your marketing less vanilla and more pistachio?

This blog post is inspired by the beautiful analogy from Karen Webber that she shared in the Monday Masterclass discussion on 26 July

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