When your product or service doesn’t naturally attract attention, you can buy it instead. You can pay for advertising.
Maybe that’s the right move. Maybe you’re just starting out. Maybe you’re entering a new market. Maybe you’re working in a regulated industry like banking, healthcare, or pharmaceuticals, and you can’t do anything too unorthodox to get attention.
This is why branding and positioning matter. Clear, consistent branding builds recognition without requiring you to shout. Positioning helps differentiate you — create separation — in crowded spaces where everyone looks alike.
You can’t always offer something unique, but you can double down on what you do better than everyone else. Sometimes being remarkable is as simple as pointing out what others overlook (like saying “It’s toasted” when no one else bothers to mention it).
The other path is to build something worth talking about. Then customers will do your marketing for you.
If advertising is a tax, being remarkable is the best tax loophole there is.
“Advertising is a tax you pay for being unremarkable.”
Robert Stephens