In his latest article, Richard Shotton looks at delivering distinctiveness and looks at resolving the principal-agent problem.
Knowing that your ads need to be distinctive is helpful, but how do you standout?
In this piece, he remarks "most brands abide by category conventions. Break those conventions and you become distinctive."
"The best way to ensure brands strive for distinctiveness is to popularize the principal-agent problem. If following the herd becomes equated with putting one’s career ahead of the brand’s needs, then it will become a disreputable tactic.... Perhaps then we’ll see more brands admitting fallibilities."
You can find more ideas like this in my new book The Choice Factory: 25 Behavioral Biases That Influence What We Buy