Take a Hard Left.

It’s an unfortunate truth that, within any given industry, most companies’ marketing messages look, read and sound alike. They tend to say the same things in the same ways — even their appearance is often the same. How many bank ads have you seen featuring a smiling row of bankers? Or hospital ads showing confident-looking doctors or nurses with arms folded? What are those ads saying? All the same things. That’s not branding. If your message — no matter the medium — is going to have a chance of getting through and being remembered (let alone acted upon), it has to be noticeably different. Zig when the others zag. Be bold. Be funny. Be brief. Be memorable.