Why copying marketing tactics won’t make you the next Monzo
With companies like Monzo, Ryanair, Duolingo and Surreal making their mark, it’s easy to look at them and think they’ve got it all figured out - like success comes from simply following their lead. That their way is the only way to stand out.
Sure, they’ve nailed humour, cheekiness and a dose of disruptiveness - because, well, they are disruptors. And it works.
But here’s the thing: there’s no one-size-fits-all formula.
Every brand is different. Your tone, your audience, and your mission all play a part in how you approach marketing. Copying someone else’s tone isn’t a strategy. If it doesn’t feel authentic to your brand or resonate with your audience, they’ll spot it a mile away.
And let’s face it - if every brand sounded the same, the eCommerce space would be a lot less exciting.
That’s why it’s important to take a closer look at how these successful disruptors—Monzo, Duolingo, and Ryanair - have carved out their own identities. There’s a lot to learn from them, but perhaps the biggest takeaway is this: don’t try to be them.
Monzo
Credit: linkedin.com/company/monzo-bank
Monzo is challenging the banking industry by building trust and community - and showing that fintech doesn’t have to be corporate or dull. Known for their witty tone, their LinkedIn posts on office culture always get great engagement. And they’re not gatekeeping their winning strategy; their tone of voice principles are made public -take a peek here.
Ryanair
Credit: @ryanair
Ryanair are known for their sharp humour, self-deprecation and timing, they take “negative” reviews and turn them into hilarious posts that directly engage their customers. The airline’s quick-witted responses on social media always get a ton of interaction.
Duolingo
Credit: @duolingo
Language app Duolingo is famous for its entertaining and playful social strategy. Their latest move? Announcing the death of their beloved mascot, Duo – only for him to make a dramatic "comeback," sending the internet into a frenzy.
Surreal
Credit: eatsurreal.co.uk
Known for their humour and playful, “don’t take yourself too seriously” vibe, cereal brand Surreal strikes the perfect balance between personality and performance—keeping people talking and earning a reputation as one of the most fun, unapologetically unserious brands on social.
The key takeaways from these companies
While each of these companies is a disruptor in its own right, the secret to their success isn’t just about being bold or cheeky - it’s about embracing their positioning and staying true to their values.
Instead of copying them, focus on what makes your brand different and own that. The best brands know how to take risks and stay ahead of the curve, but they never lose sight of what makes them authentic.
If your current strategy is working, there’s no need to reinvent the wheel. But you can still take a cue from these standout brands:
Taking risks
Embracing change to stay ahead
Ultimately, it’s about finding what works for your eCommerce brand. It’s a process of constantly fine-tuning, testing and adapting. The key is knowing when to stay the course and when to innovate.
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