Everyone's an outsider

You were supposed to want the white picket fence.

To wear the uniform.

And take the corner office.

A TV ad for Lexus is a nice illustration of what to do when you are a Challenger brand: appeal to the outsider.

But isn’t everyone an outsider?

When it comes to influencing people, we can:

• Show what others are doing, which can make people more inclined to follow. Think of ‘best seller’ book lists and ‘most popular’ product options; or
• Signal how you, dear consumer, are not like the others, as Lexus has done.

Both can work, because while most of us tend to do what others do, we don’t like to believe we are.

Instead we like to think of ourselves as unique individuals. 

But there’s nothing unique in thinking we are.

That’s why social norms are best alluded to, and individuality, acknowledged directly.