Standing Out: A Fine Line Between ‘Unexpected’ and a Gorilla in a Jock Strap

By Tom Aschauer, Vice President, Executive Creative Director

“Well, that was unexpected.”

In the world of branding, we strive for consistency. We preach over and over again that only through consistency can you build a strong brand. Doing something that your customers would never expect from you breaks the trust you’ve built up with them and sends them scurrying to your competition.

And yet you want your messages to stand out. You want to zig when others are zagging. The last thing you want is for your message to blend in. Right? So you look for something “unexpected.”