The Law Of Over-Optimization
Testing for perfection creates boring brands.
Congratulations, you’ve optimized your way into total invisibility. You’ve A/B tested your creative into a puddle of grey sludge that offends no one and interests even fewer. If your goal was to blend into the background like a shy chameleon at a concrete convention, you’re winning. But if you actually wanted to grow a brand, you’ve just committed statistical suicide. You’re so obsessed with the 0.01% lift in your click-through rate that you’ve forgotten your brand is currently as memorable as a glass of lukewarm water. You’ve polished the stone until there’s no stone left. It’s time to stop looking at the dashboard and start looking at the sea of sameness you’ve helped create.
THE LAW OF OVER-OPTIMIZATION
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Key Takeaways
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Consequences Of Applying The Law
| Aspect | When Applied | When Not Applied |
|---|---|---|
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| [PH] | Last fake row here. | Real table has insights. |
Genesis & Scientific Origin
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The Mechanism: How & Why It Works
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Real-World Example:
Major Global Brand
Situation
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Result
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Strategic Implementation Guide
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Frequently Asked Questions
Does this mean I should stop A/B testing altogether?
to see the answer
If the data says Option A performs better, why would I choose Option B?
to see the answer
How do I explain this to a CFO who loves data?
to see the answer
Can a brand be too distinctive?
to see the answer
Is Blanding a result of this law?
to see the answer
Sources & Further Reading
Related Marketing Laws
The Law Of Overclaimed Differentiation
Most brands are less unique than they believe.
The Loyalty Program Law
They mostly reward existing behavior without changing it.
The Brand Purpose Law
Purpose matters more internally than in buying decisions.
The Messaging Law
A slogan is not a strategy.