Founding editor of The Onion Scott Dikkers believes that embracing extremes is key to building a strong brand. For The Onion, that meant making its fabricated news stories as outrageous as possible so that they garnered the most attention. It also meant investing huge amounts of resources into its content (Dikkers admitted to spending upwards of $25,000 on a single online video) so that The Onion stood out from its competitors.
In an interview with Target Marketing’s editor-in-chief Thorin McGee at the 2017 MarketingSherpa Summit, Dikkers explained that this comfort with extremes and obsession with quality is critical to attracting an audience and fostering trust. That trust pays dividends for brands well into their future, said Dikkers.