me, wondering how many more beige brands we need before we all riot.
There’s a fine line between “taking inspiration” and Ctrl+C, Ctrl+V-ing our way into irrelevance. And for some reason, people/teams/brands/agencies around the world keep blurring these lines.
They say “we’re inspired by Apple”. But really, they mean we want a sans-serif logo, a white website, and to never use the word “discount” again. But we often forget, Apple didn’t become iconic because of white space. They became iconic because they committed to clarity and restraint for decades. If only copying their font or packaging would make us all Steve Jobs 🙃.
Inspiration starts the fire. Copying just steals the matches.
I think in this era of creating creatives creatively on razor thin timelines, we have lost our way (and integrity) a little bit between sharing references and lifting exactly the same campaign ideas. Who’s to blame is another post but as creative business owner, I know we have fallen into this trap many times ourselves (no sugarcoating here) and it’s something which weighs on my mind frequently.
This Monday, I share / rant about 5-telltale signs that tell us we are not being inspired, but just lazy.
1. You don’t have a moodboard, but an incorrect jigsaw puzzle
Please don’t cut-and-paste 7 references, 3 of which contradict each other, and none of which are grounded in their own story. You can’t Frankenstein your way into good branding. And don’t expect your agency to either.
2. You loved the aesthetic but skipped the why
That brutalist website you want for your business? Cool. But have we first figured your brand’s purpose, voice and positioning? (Brand) form follows (creative) function, not Pinterest trends.
3. You think matching the vibe = matching the results.
You want to adopt the founder's tone from AirBnb. But not their strategy, their clarity, or the thousands of hours of work. That’s not homage - that’s cosplay. The cringe kind.
4. You’re avoiding the hard work of having a point of view.
Originality is effort. It’s uncomfortable. It takes reflection, feedback, and a few facepalms. It takes frikkin’ time! Copying is easy. But easy never built anything worth remembering.
5. You’re referencing execution instead of intention.
Nike isn’t iconic because of a swoosh. They’re iconic because they built an entire culture around movement and grit. Slapping a minimalist tick on your merch won’t turn you into Phil Knight.
So here’s your Monday reminder, my beloved subscriber:
Steal like an artist. Not an intern on a deadline. Let the inspo spark something in you. But then shut the tabs, ask better questions, and build something that actually sounds like you.
A vibe can be borrowed. A voice has to be earned. Peace.
M.
xx
Manuja
Not for everyone. Never was.
