2. Don't use the first idea that comes to you – find the fresher angle.

[hoxesi8100@]

“Right off the bat, we came up with this idea that small wins add up. So then we go back to the drawing board… How do we visually represent small wins? How do we give a little wink to running, but keep the human element that people have all sorts of little wins they should celebrate?”

ASICS and Bodega collaboration shoe

Zaremba does this for all his marketing campaigns, and it's sound advice: Get to know the ins and outs of your product, and what story people will tell themselves when they buy it.

And think outside the norms when it comes to that story: Are you sure you're selling a running shoe, or are you actually selling the message that little wins matter?

Because at the end of the day, a Stanley is just a water bottle with a really cool story.

One of Zaremba‘s proudest campaigns is one he did with Nike a few years back. It was a big moment for him — at the time, Nike was one of the biggest brands he’d ever worked with.

Zaremba knew it would be easy to make a splash with ecuador phone number material a big-name celebrity. He could stick the shoes on LeBron and call it a day. (Relatable, I know).

But he didn't want to do that.

“The shoe reminded my team of our childhood — it kind of tapped into the Sandlot (the movie). So we decided to take a moment to reflect our own team. We did a yearbook shoot of all our actual employees wearing a special jacket we made, along with the sneakers. And we had the school-picture cloud background.”

"We presented the campaign as ‘This is who we are, and who we are is the same as you.’"

I‘ll admit most marketers aren’t regularly working with Lebron-sized budgets, but the takeaway still matters: Your first idea is probably the too-obvious one, and you should keep thinking. Unexpected angles will surprise your audience and make them feel like they're seeing something new.