11/12/2025

How Weird Wins

Consider the case for absurdity in marketing

There are a lot of words marketers cannot seem to quit. “Unique.” “Authentic.” “Real.” But these are threadbare clichés, which have all but become nullified due to the erosion of their meaning, a dilution fueled by the desire for brands to be generally, yet specifically, for everyone. But "everyone" is not a target audience. It’s a comfortable void. What brands really need right now isn’t another lap around the buzzword block. It’s courage. Courage to lean into the one trait that could cut through in a world of algorithms, sameness, and mediocrity. Marketers need to be weirder.

If you want a sociological anecdote of how weird wins, look no further than online dating. Dating apps have shown us that people don't actually want the most "normal" partner. They want quirks that stand out. Hinge data shows that profiles mentioning a niche interest—like a specific video game or obscure hobby—are more likely to get matches than generic "I like to travel" statements.

Marketing works the same way. Generic "quality service" or "trusted partner" claims are the equivalent of “I love long walks on the beach.” Tepid is a turnoff. While being good-looking can get you plenty far, to really connect, you need quirks. Mass marketing, like mass dating, creates fatigue. Precision, passion, and personalization—the pillars of weird—create chemistry. When a brand flies its freak flag high, it shows the right customers: “Yes, we’re your people."

Please select this link to read the complete article from Fast Company.