How to Stand Out in a Sea of Sameness: Lessons from Bold Brands and What You Can Do as a Small Businesses
In today’s world of templated trends, AI-generated content, and copy-paste marketing, being an authentic brand is no longer just a nice-to-have—it’s imperative. As the noise intensifies across every platform, the brands that dare to show up differently are the ones who will truly capture attention.
At Superside’s Insider Virtual Summit, two of the speakers offered powerful and unique examples of how they've been accomplishing that for their respective companies and/or clients: Udi Ledergor, Chief Evangelist and former CMO at Gong, and Ty Haney, founder of the loyalty and community platform Try Your Best (TYB). Their stories shared a common thread: bold thinking, unconventional strategies, and a deep understanding of how to meet people where they are—not just online, but in real life.
When Playing It Safe Is the Riskiest Move
Udi Ledergor didn’t hold back. He opened his talk with a statement that felt like a mirror to the marketing world today: "We're surrounded by a sea of sameness." His point? Best practices aren’t necessarily the best. By the time something becomes a best practice, it’s likely already obsolete. In an era of rapid content production and AI-generated everything, playing it safe often means fading into the background.
He shared examples of how Gong broke through by doing the opposite of what was expected. For example, when approached with the idea of a Super Bowl ad, Udi initially dismissed it as out of budget. But with creative thinking, they bought ad space specifically targeted to San Francisco—where their ideal customers were. The result: the prestige of a Super Bowl ad, without the national price tag.
At Dreamforce, Salesforce’s massive annual event, Gong again opted for unconventional impact. Instead of paying exorbitant sponsorship fees, they saturated the nearby metro station with ads and hired branded Ubers to shuttle attendees. It was a masterclass in guerrilla marketing—high visibility, low spend, and undeniable memorability.
Loyalty Reimagined: From Points to People
Ty Haney’s story took a different approach, but the lesson was similar: activate in real life and amplify on social. All while building real community and a sense of belonging. Her platform, TYB (Try Your Best), helps brands like Glossier, Ouai, Rare Beauty, and Cult Gaia go beyond transactional loyalty. Rather than just rewarding purchases with points, these brands reward engagement, community participation, and real-life interaction.
One standout example was Glossier’s Passport Book—a physical booklet that fans can use to collect store-exclusive stickers as they visit locations across the U.S. and U.K. The simplicity is brilliant: a collectible item, a sense of exclusivity, and a reason to visit brick-and-mortar stores. But more than that, it transforms a brand touchpoint into a personal memory.
What both Gong and TYB prove is this: building community and creating impact doesn’t require bigger budgets. It requires better ideas.
Why This Matters More Than Ever
Today, consumers crave authenticity. They want to connect with brands that feel human, intentional, and distinct. Loyalty isn’t built through discounts alone—it’s built through emotional resonance. That means showing up with something fresh, bold, or surprisingly delightful.
The marketing landscape is shifting, and brands that continue relying on safe, templated strategies will be left behind. We are in an era where creativity, courage, and community-building aren’t just differentiators—they’re survival strategies.
What Small Businesses Can Learn and Apply Today
Now, if you’re a small business owner reading this and thinking, "That’s great for Glossier or Gong, but I don’t have a budget for Super Bowl ads or branded Ubers," you’re not wrong. But the takeaway here isn’t to replicate these exact tactics—it’s to embody the mindset behind them.
Here are a few ways small businesses can apply these principles:
1. Create real-world moments worth sharing. Host small-scale activations or experiences that invite your audience to connect in real life. Whether it’s a pop-up, a workshop, a local event, or even a "collect-and-redeem" in-store challenge, tangible moments turn into stories your customers want to share online.
2. Build community first, not just audience. Think beyond followers and focus on belonging. Create a branded group chat, start a book club, host a monthly hangout, or celebrate your top customers publicly. Loyalty grows when people feel seen, not sold to.
3. Be remarkably specific. Instead of trying to appeal to everyone, double down on the people who already love you. Hyper-local content, niche humor, or inside jokes from your brand culture can make your audience feel like they’re part of something special.
4. Don’t default to digital. Even if you’re an online business, find ways to bring physicality into the mix. Send handwritten thank you cards. Add collectable postcards to orders. Create a map for customers to track their journey with your brand.
5. Leverage underused channels. Everyone's on Instagram, but what about a well-placed flyer at a partner location? Or a surprise gift delivered by bike courier? Or a pop-up moment that lives in your customer's memory long after the campaign ends?
Final Thoughts
You don’t need to be everywhere. You don’t need to be big. You just need to be unforgettable.
The brands winning today aren’t the ones spending the most. They’re the ones brave enough to color outside the lines, build real relationships, and turn every customer touchpoint into a moment of meaning.
Let the world do more of the same. You? Dare to do it differently.
Inspired by Superside’s Insider Virtual Summit. Featuring insights from Udi Ledergor (Gong) and Ty Haney (TYB).
