Dino Effect

There is a grave mistake business owners make when trying to learn from successful marketing. Big brands marketing is not what it looks. Here's what it actually is

Adil_M

7/1/20261 min read

In business schools, you learn about massively successful campaigns launched by big companies

Coke, Nike, Dior, KFC, etc

The thing is, these companies do not explain why their marketing worked

Instead, it’s left on consumers to make sense out of it.

And, if not careful, this can lead to false understanding of the principles that made this campaign successful, called the ‘Dino Effect’

If I say dinosaurs, chances are, you can clearly imagine:

  • What they look like

  • What they sound like

  • Their size

And it’s all anticipated from the remaining we found as fossils

In realty, it’s half the truth

Scientists are just filling up the gaps on their own. There is no significant, concrete evidence of their sound, height, weight, etc

Meaning, we could be living in a lie.

Now, we can make a radical argument for their existence. But structuring them as a living creature could be misleading

And that’s the potential problem with observing successful marketing campaigns

You might look an ad and say, “They are using a person to show off the perfume brand, call it out and disappear in smoke. It’s so smart”

In reality, it could be brand awareness behind which is millions of dollars of ad budget is at exposure.

Or, a guy dancing with the product. When in reality, it only worked because there was a movie star involved.

That’s why, when it comes to local businesses, you can get an idea that “genius” marketing is like this.

Instead, if you can get the basics right, you can win

  • Call out the problem

  • Present your solution

  • Have a clear action (call, message)

  • Add trust elements

You’ll be on a better track, unlike massive co-orperaions that burn millions of dollars on brand awareness...

And if you care about getting an ROI as a small business, and don’t have a massive budget to burn, you should do this.

When looking online for good marketing, do not fall for the dino effect.

Try to see beyond the obvious on why things worked. If you are a local business, just get the basics right, and you’ll get results.

Talk soon,

Adil

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