Law of the jungle:
Blend in, if you don't want to get eaten.
Stand out, if you want to attract a mate.

Why does almost every car ad look the same? Why are most theme lines empty statements? Why is it okay for some brands to simply exist in the category with its competitors instead of trying to conquer them? Is a tie enough?

To win, a brand must be distinguished from the crowd. And the audience must see something about themselves in the work. When this happens a relationship erupts between the brand and the consumer. The consumer is drawn to the brand close enough to join it. The brand becomes seamlessly interwoven into the consumer’s life, making the consumer and brand one entity.

Let's face it, your attraction to a brand says a lot about who you are. Or, who you want the world to believe you are. A brand is a badge. It’s a club.

Are you a Bud or Stella? Are you Gap or Gucci?

The ultimate goal for anyone in our business is to entice a consumer to join your club. More members means more products sold. The right members means long-term growth.

When I started my career at
legendary agency Ammirati &
Puris it was drilled into me that
advertising will only do its job
if it’s distinctive, relevant, and
seen by the intended audience.
It seems like a pretty simple formula,
but the layers that lie within it make
it a paradox. It’s what makes the
creative process so much fun and
so painful at the same time.

But, no matter what the cynics, pontificators
or the seemingly unlimited number of brand
experts popping up on the web who have
never contributed a single idea to build a
brand say, the first and foremost thing to do
is get the brand noticed through the limitless
and unyielding messages in the media jungle.