End of The Paperclip Era

For as long as we can remember, 

No matter how thick the stack of paper was, someone always tried to hold it together with a paperclip, bending it, twisting it, forcing it to work when we both knew it was time for something stronger. Something that could withstand the thickness of the paper.

Now, there are countless ways to bind pages together, yet people still reach for the same flimsy paperclip, ignoring the obvious: it’s no longer enough. They’d rather stick with what’s familiar than acknowledge what the pages are telling them, it's time for a better fit.

Okay, but what does that have to do with anything?

A “Paperclip Brand” is a one-size-fits-all brand that focuses on being appealing to everyone no matter the audience type and lacks a true identity of its own.

It’s the kind of brand that plays it safe, focusing on cliche and traditional values without a real point of view. Instead of standing out and embracing individuality, they blend into the crowd with overused aesthetics, repeated messaging, and surface-level, inauthentic storytelling.

You could say that “paperclip brands work for some”

False. Immediately no. The brands that are standing out and lasting are built on individuality, rooted in real identity, and connected by genuine community. It’s strategic, powerful and refined. NOT a one-size fits all. They’re all about carving out space for people to find a community, not just fitting into an outdated mold.

Give us something or rather than nothing.

Brands are being built with the purpose of fostering a relationship and understanding their consumer. Not just generic, boring, and expected values. We’re doing away with paperclip brands. It’s time to build something that actually sticks. People don’t just want a brand that includes them, they want a brand that reflects them.