Every industry has a “look” to its marketing. Even if you couldn’t read a word of English, you could look through an American newspaper or watch American TV and spot the investment ads, or the healthcare ads, or the banking ads. And that single, sad fact makes them incredibly easy to ignore. If the whole point is to first get someone’s attention, and then to make the case for choosing you over everyone else, why in the world would you want to look like the rest? Most companies could improve their marketing ROI tomorrow simply by standing out in the marketplace. Could you?