Standard or Standout?

If you saw a car commercial touting features like four wheels and seats, you’d think someone had lost his or her mind.  Yet plenty of businesses take just that approach, pouring money into promoting the obvious.  Banks skip branding in favor of ads for mobile banking, which virtually all banks offer — it’s a “standard feature” already.  Medical practices promote themselves with pictures of their physicians, when all such practices have doctors.  Every dollar spent marketing what everyone has is one less dollar spent making you stand out.  Where are your dollars being invested?