Fear and Vagueness. Why is so much marketing so bland and generic as to be completely forgettable? One big answer is fear — specifically, a fear of being specific. Everyone knows that for a brand to be memorable and bring in business, it has to lay claim to a particular niche. But when you do, you give up all the other niches you could claim. So how do companies respond? By claiming to be the best at everything — which means memorable for nothing at all. Marketing that drives growth is specific, not vague, driven by confidence rather than fear.