The case for absurdity in marketing. There are a lot of words marketers can’t 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.