Why does so much marketing look alike? Why does so little stand out? In part, because putting a truly engaging message out there — one that stands out and sets you apart — takes nerve. And this is where things usually fall apart. A company hires a marketing firm or ad agency. The brief? Shake things up. Do something cool. Cut through the clutter. So cool, clutter-cutting stuff gets presented. Laughter and excitement ensue. Then…cold feet. And the classic, “Can we see something a little less ‘out there’?” Before long, it’s whittled back down until it looks exactly like what they were doing before. Branding means being different. And that takes nerve. But the payoff is huge. Do you have the nerve to be different?
