The Cost of Being Boring

By Justin Foster

We are over-saturated, over-supplied, and over-stimulated by demands for our attention. In almost every case, brands need their employees and customers far more than the employees and customers need them. Yet, many brands insistent on serving up the safe and stable, the tried-and-true, the same ol’ shit - and not just with marketing, but with products, offerings, experiences, etc.

This is why I say that boredom is one of the largest hidden expenses in a business (the others being the cost of drama and the cost of exclusion).

Being boring is like trying to make oatmeal your most popular item in a breakfast buffet while your competitors are over there serving up delicious, glorious, sizzling bacon.

Why Being Boring is Tolerated (or Even Encouraged)

Many brands fall into the trap of being boring due to a fear of risk. Playing it safe feels secure; it avoids controversy, and it’s easier to predict outcomes. Brands often prioritize consistency and reliability over excitement and innovation, believing that predictability will foster trust. However, this approach overlooks a critical aspect of human psychology: the need for stimulation and engagement.

In some cases, being boring is actively encouraged by corporate structures that favor conformity over creativity. Large organizations, in particular, can stifle innovation through layers of bureaucracy and a focus on maintaining the status quo. Employees might fear stepping out of line or proposing bold ideas, leading to a culture where mediocrity is not only accepted but rewarded.

How Boredom Drives Up the Cost of Marketing

Boring brands often find themselves spending more on marketing to achieve the same results that more engaging brands attain with less effort. Here’s why:

1. Lower Engagement Rates: Boring content struggles to capture and retain audience attention. As a result, these brands must invest heavily in paid advertising and other promotional activities to maintain visibility.

2. Increased Ad Spend: Without organic interest or word-of-mouth promotion, boring brands rely on paid media. The cost of acquiring new customers rises as they must compensate for the lack of organic engagement.

3. Higher Content Production Costs: To combat their inherent dullness, these brands often feel the need to produce more content, hoping that quantity will make up for the lack of quality. This strategy can become expensive quickly.

4. Expensive Rebranding Efforts: When a brand’s boring nature is finally recognized as a problem, the rebranding process can be costly. Changing perceptions takes time, effort, and significant investment.

5. Customer Retention Challenges: Engaging brands foster loyalty more easily than boring ones. Retaining customers through continuous engagement requires less investment than constantly acquiring new ones.

How Boredom Dilutes the Brand

When a brand is boring, it fails to create a lasting impression. This dilution manifests in several ways:

1. Weak-ass Brand Identity: A boring brand struggles to establish a strong, memorable identity. Without a unique voice or compelling narrative, it blends into the background, becoming just another option rather than a preferred choice.

2. Weak-ass Connections: Consumers form strong bonds with brands that evoke emotions. Boring brands fail to tap into this emotional engagement, resulting in weaker customer relationships.

3. Weak-ass Loyalty: Without a strong connection, customers are less likely to remain loyal. They become more susceptible to switching to competitors who offer more engaging experiences.

4. Weak-ass Differentiation: In a crowded marketplace, differentiation is key. Boring brands fail to stand out, making it harder to compete and capture market share.

5. Weak-ass Growth: Ultimately, the inability to engage and retain customers stunts a brand’s growth. The brand becomes stagnant, unable to evolve and adapt to changing market dynamics.

The Emotional Cost of Boredom on Company Culture

The impact of a boring brand extends beyond external perceptions—it also affects company culture. When a brand lacks excitement and innovation, the same atmosphere permeates the workplace. Employees may feel uninspired and disengaged, leading to several negative consequences:

1. Decreased Motivation: A lack of excitement and innovation can lead to decreased motivation among employees. When workers are not passionate about their company’s brand, their drive to excel diminishes.

2. Reduced Creativity: A boring brand stifles creativity. Employees are less likely to propose bold ideas or pursue innovative projects, leading to a stagnant and uninspired work environment.

3. Higher Turnover Rates: Disengaged employees are more likely to seek opportunities elsewhere. High turnover rates can be costly and disruptive to the business.

4. Poor Morale: A lack of enthusiasm for the brand can lead to poor morale. Employees who are not proud of their company’s identity and mission are less likely to feel a sense of belonging and purpose.

5. Limited Talent Attraction: Talented individuals are drawn to dynamic, exciting brands. A boring brand may struggle to attract top talent, limiting its potential for growth and innovation.

How to Stop Being Boring: 5 Tips to Transform Your Brand from Oatmeal to Bacon

1. Tell the Truth
   Authenticity resonates with audiences. Brands that tell the truth, even when it’s uncomfortable or unflattering, build trust and loyalty. Share your struggles, triumphs, and everything in between. Transparency shows that you value your audience enough to be honest with them, creating a deeper, more genuine connection.

2. Stop Focusing on Demographics and Focus on Psychographics
   Demographics provide a surface-level understanding of your audience, but psychographics dive deeper into their behaviors, interests, and values. By understanding what motivates your audience and addressing their needs and desires, you create content that resonates on a personal level. This approach fosters stronger emotional connections and engagement.

3. Use the Faces of Your Brand (Team Members, Customers, Partners)
   People connect with people, not faceless corporations. Showcase the real people behind your brand—your employees, loyal customers, and trusted partners. Highlight their stories, achievements, and experiences to humanize your brand and build relatability. Authentic human stories are far more compelling than corporate jargon.

4. Take a Public Stand on Social Issues
   Modern consumers want to support brands that align with their values. Taking a public stand on social issues can differentiate your brand and demonstrate your commitment to making a positive impact. While it may polarize some audiences, it also solidifies loyalty among those who share your values. Be bold, be clear, and be authentic in your stance.

5. Focus More on Non-Algorithm Tactics
   While algorithms are essential in digital marketing, over-reliance on them can lead to predictable and uninspired content. Embrace non-algorithm tactics like experiential marketing, community building, and guerrilla marketing. These approaches can create memorable experiences and foster organic, word-of-mouth promotion that no algorithm can replicate.

Examples of Brands Doing It Right

B2C: Patagonia

Patagonia is a prime example of a B2C brand that stands out by being anything but boring. Their commitment to environmental activism and transparency about their supply chain resonates deeply with their audience. Patagonia’s campaigns, such as the “Don’t Buy This Jacket” ad, challenge conventional consumerism and spark meaningful conversations.

B2B: Slack

Slack revolutionized workplace communication by making it fun and engaging. Their playful brand voice, innovative features, and commitment to user experience set them apart in the B2B space. Slack’s creative marketing campaigns, like the Slack Wall of Love, highlight user stories and foster a sense of community.

Non-Profit: Charity: Water

Charity: Water leverages powerful storytelling and transparency to engage donors and supporters. Their use of impactful visuals, compelling narratives, and real-time project updates makes donors feel directly connected to the cause. By focusing on the people they help and the stories behind their projects, Charity: Water creates an emotional connection that inspires ongoing support.

Conclusion

There is no good reason to choose to be “oatmeal” when you can be “bacon.” Every brand has the potential to be bacon—it just takes courage. Choosing to play it safe and be boring reflects not only on your brand but also on your leadership. It signals a lack of creativity, a fear of taking risks, and an unwillingness to innovate. Is that the reputation you want?